Shoppers have developed a taste for old-fashioned "wartime" food since the recession, figures show.
Sales of powdered milk, sandwich paste and corned beef have increased over the last two years, according to mySupermarket.co.uk.
Data from Tesco, Asda, Sainsbury's and Ocado shows sales of powdered custard is up 117%, powdered milk has increased by 36%, fish paste is up 18% and corned beef is up 16%.
Sales of sandwich spread brand Shippam's - a company established in 1750 - have increased by 77% since 2008.
The popularity of the old-fashioned items has increased most in the east of England - up 50% - since the start of the economic downturn in 2008.
However, Londoners appear to be immune to the trend, buying 15% less now than in 2008.
Those in north east England buy the most supposedly outdated food, now spending £14.66 a year, closely followed by Wales at £14.36.
MySupermarket spokesman Jonny Steel said consumers appeared to be relying on the items as "cheap and cheerful" alternatives to more expensive products.
He said: "It's interesting to see these old style products enjoying a resurgence over the last two years.
"The items that have seen sales increases are things we tend to associate with wartime, so this may well be a reaction to the recession as consumers look to rein in their shopping bills to get through a difficult time."