Hamburger Helper is making a surprise comeback on North American tables.

The iconic “struggle meal” brand, which rose to popularity during the economic recessions of the 1970s, has seen its U.S. sales jump by 14.5 per cent in a single year.

This isn’t the result of a nationwide marketing campaign. It’s rather the reflection of a growing reality: With the rising cost of living, more people are turning to cheaper alternatives to feed their families and make ends meet.

In Canada, an average family of four is expected to spend about $800 more on groceries in 2025 than last year, according to Dalhousie University’s Agri-Food Analytics Lab. Food Banks Canada reports that a quarter of Canadians are now struggling with food insecurity.

Too many people are no longer eating what they want or sho

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