Limited edition candy

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Limited Edition (LE) candy is specialized candy manufactured for a limited time period, typically eight to twelve weeks. [1] Limited-edition as a candy marketing strategy was first used in 2003; by August 2005, more than 60 limited-edition candy varieties had been marketed. [2]

Hershey's Dark Kisses (released as limited-edition in July 2003), [1] Kit Kat White Chocolate, [2] and Reese's White Chocolate [2] were eventually made permanent due to customer demand.

LE candy are often used for cross-promotion with films. [1]

Some believe that LE candy merely builds upon base brand sales; [1] others believe in the long-run that they "cannibalize base brand sales." [2]

Some vendors, notably Six Flags, are reluctant to carry LE candy, preferring "proven sellers." [2]

References

  1. 1 2 3 4 Kirsche, Michelle L. 2005, April 11. "LE candy provides short—but sweet—sales boosts Archived 2006-06-19 at the Wayback Machine ." Drug Store News.
  2. 1 2 3 4 5 Jim Echeandia. 2005, August. "Limited editions add interest, sales: does limited edition candy have unlimited potential? The jury is still out, but so far, so good." Business and Industry Confectioner. Vol. 90 No. 6. p. 33.
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