8 vegan grocery items that now signal wealth but were working-class staples in the 60s

Have you ever noticed how some foods that were once considered humble “poor man’s meals” are now sitting proudly on the shelves of upscale organic stores? It’s fascinating how time, marketing, and cultural shifts can transform simple, practical staples into markers of affluence and wellness.

As someone who’s both vegan and endlessly curious about how money, psychology, and culture intersect, I find this topic irresistible. Foods we now celebrate for their sustainability and nutrition were once the only options for families trying to make ends meet.

The shift says a lot about how our values, and our grocery carts, reflect changing ideas about class, health, and even virtue.

So, let’s dig into eight humble ingredients that went from working-class staples in the 60s to modern-day symbols of mindful living and quiet wealth.

1) Lentils

Lentils might be the poster child of this transformation. In the 1960s, they were one of the cheapest sources of protein around. You’d find them simmering away in soups or casseroles, used to bulk up meals when meat was too expensive.

No one was raving about “plant-based protein” or “gut-friendly fiber.” They were just practical. A pound of lentils could feed a family for days, and that mattered more than presentation or nutrition labels.

Fast forward to now, and lentils have become the darling of vegan cuisine. They’re marketed as “superfoods,” displayed in sleek packaging, and used in gourmet dishes like French lentil salads with roasted carrots or lentil bolognese topped with cashew parmesan.

I once saw a 16-ounce bag of “heirloom lentils” selling for $10 at a boutique grocer and couldn’t help but laugh. My grandmother would have called that daylight robbery.

Still, I love that these tiny legumes are getting their due. They’ve always been nutritional powerhouses; we just finally decided to treat them like it.

2) Oats

Let’s talk about oats, the breakfast hero of the working class. In the 60s, oats were all about practicality. They were cheap, filling, and came in huge paper tubs that could last weeks.

Most families didn’t buy oats because they were “heart-healthy” or “gluten-free”; they bought them because you could feed a table full of kids with just a few scoops.

Today, oats have had a serious glow up. From artisan granolas to $7 oat milk lattes, oats have been rebranded as clean, wholesome, and trendy.

I still find it amusing when I see overnight oats in glass jars being sold for $9 at cafés. Don’t get me wrong, they’re delicious, but at their core, they’re the same oats our grandparents ate with a splash of milk and a sprinkle of sugar.

Maybe that’s the beauty of it. The same ingredient that once fueled hard-working families now fuels busy professionals and wellness enthusiasts alike. Different eras, same nourishment.

3) Potatoes

There’s something almost poetic about the potato’s journey from the dinner tables of frugality to the menus of fine dining.

In the 60s, potatoes were the ultimate workhorse food. They could be mashed, baked, fried, or thrown into stews, cheap, versatile, and satisfying. Many families leaned on them because they filled bellies without draining wallets.

Now, they’re a culinary statement. We pay premium prices for fingerling, purple, or Yukon Gold potatoes, sometimes drizzled with truffle oil or served with vegan aioli at upscale restaurants.

It’s not just a change in price; it’s a shift in perception. The same root vegetable that once symbolized necessity now represents intentional simplicity.

Personally, I love that potatoes have stayed relevant. They remind us that value doesn’t always come from rarity. Sometimes it’s about timeless reliability.

4) Cabbage

Ah, cabbage, the unsung hero of the postwar kitchen. In the 60s, it was an affordable way to stretch a meal. Boiled, stewed, or shredded into slaw, cabbage was everywhere. It stored well, lasted forever, and could feed an army on a dime.

But over time, cabbage became synonymous with bland, budget cooking. For decades, it was ignored until the wellness wave brought it back in style.

Now, cabbage is a star ingredient in vegan restaurants. It’s massaged into salads with tahini dressing, fermented into kimchi for gut health, and roasted into golden, caramelized “steaks.”

It’s funny how what was once dismissed as “poor man’s lettuce” is now featured in $16 Buddha bowls. Still, I can’t help but admire its comeback story. Cabbage proves that resilience, whether in people or plants, never goes out of style.

5) Beans

Beans have always been the quiet backbone of the working-class diet. In the 60s, families across America relied on them as a cheap source of protein. Pinto, navy, and kidney beans filled stews and casseroles, keeping people nourished when meat was out of reach.

They were practical, not glamorous. But now, they’re the foundation of vegan meal prep, beloved by dietitians and chefs alike.

What used to be a 99-cent can of beans is now a $5 jar of “organic heirloom legumes.” Hummus, bean dips, and plant-based chili are served in restaurants with descriptions like “protein-packed” and “fiber-forward.”

The irony is hard to ignore. Beans have always been nutritious, sustainable, and versatile. We just needed a few decades to market them that way.

As someone who volunteers at a farmers’ market, I often hear people say, “I could never go vegan; it’s too expensive.” And yet, the heart of vegan eating, beans, grains, and veggies, started out as the cheapest diet imaginable.

6) Rice

If there’s one ingredient that perfectly captures both simplicity and sustenance, it’s rice.

In the 60s, rice was the ultimate filler. You could serve it under stews, alongside beans, or with a few vegetables to create a complete meal. It was inexpensive, easy to cook, and available in bulk.

Now, rice has been elevated to new heights. We have jasmine, basmati, wild, and forbidden black rice, each marketed as exotic and premium. A simple bowl of rice and vegetables can now pass as a $20 “macro bowl” at wellness cafés.

I often find myself smiling when I see people describe rice as “the perfect clean-carb base.” My grandmother, who grew up on rice and beans out of necessity, would’ve just called it dinner.

Still, it’s heartening to see this humble grain getting the respect it deserves. Whether you’re feeding a family or curating your next Instagram-worthy lunch, rice remains one of the most grounding foods there is.

7) Peanut butter

Let’s be honest, peanut butter has always been a star. In the 60s, it was a budget-friendly source of protein and fat, perfect for sandwiches, snacks, and baking. It was practical, shelf-stable, and loved by kids.

But modern peanut butter has been reimagined. Today’s shelves are lined with glass jars of organic, single-origin, small-batch peanut butter with labels that sound like wine descriptions: “Notes of roast and earth.”

We’ve managed to turn a pantry classic into a gourmet indulgence. Some brands even sell for $15 a jar.

But here’s the thing, peanut butter hasn’t changed much. It’s still just ground peanuts and salt (maybe with a drizzle of maple syrup if you’re feeling fancy). The transformation lies in perception, not substance.

And that’s the lesson that always fascinates me: the same product can either symbolize struggle or success, depending on how it’s framed.

8) Tofu

Of all the items on this list, tofu might have had the most dramatic transformation.

In the 1960s, tofu was still a niche product in the West, but it had long been a staple in Asian communities, valued for being cheap, versatile, and packed with protein. It was food for practicality, not prestige.

As vegetarianism gained traction in the 70s, tofu started appearing in health food stores. Back then, it was still misunderstood and even ridiculed by mainstream culture.

Now, it’s a culinary centerpiece. You’ll find tofu smoked, marinated, and served in high-end vegan restaurants as if it were a delicacy. It’s even marketed as “artisan tofu” in some places, which makes me chuckle every time.

Personally, I find tofu to be one of the most adaptable foods out there. It can be comfortingly rustic or impressively elegant, depending on how you treat it. Maybe that’s why its evolution mirrors our own cultural journey toward embracing balance and adaptability.

Why this evolution matters

It’s easy to laugh at how we’ve gentrified basic foods, but there’s something deeper going on here.

These ingredients tell a story about changing values. In the 60s, food choices were driven by necessity. Today, they’re often driven by ethics, wellness, and aesthetics. What used to be “cheap” is now “sustainable.” What was once “ordinary” is now “mindful.”

That shift is both beautiful and ironic. We’ve learned to appreciate simplicity, but sometimes we forget that simplicity has always been valuable, it just wasn’t always branded that way.

I think about this a lot when I’m at the farmers’ market, talking to people who grew up eating these foods out of need. For them, lentils and cabbage aren’t lifestyle statements, they’re a reminder of resilience and resourcefulness.

There’s nothing wrong with celebrating these foods, of course. But maybe we owe it to their history, and to the people who relied on them, to do so with humility and gratitude.

Final thoughts

The next time you grab that jar of organic peanut butter or order a tofu bowl for lunch, pause for a second. Remember that these foods were once the lifeline of working-class families trying to make every dollar count.

Now, they symbolize wellness, ethics, and affluence. That evolution reflects how far we’ve come in understanding the value of plant-based living, but also how easily privilege can shape perspective.

Food trends will keep changing, but the wisdom behind these ingredients endures: eat simply, live consciously, and appreciate the power of what’s been there all along.

Because sometimes, the most nourishing things, like lentils, oats, and potatoes, don’t just fill your stomach. They remind you of where you came from, and how good it feels to live with intention.