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]
[edit] Examples
| LE brand | Base brand | Release date |
|---|---|---|
| IceBreakers Hot Cinnamon Limited Edition Tin | Hershey | July 2003 |
| Kit Kat Dark Chocolate Limited Edition | Hershey | July 2003 |
| Altoids Cinnamon Limited Edition | Wrigley | July 2003 |
| Reese's Dark Chocolate Limited Edition | Hershey | July 2003 |
| Pay Day Honey Roasted Limited Edition | Hershey | September 2003 |
| Reese's Peanut Butter Cups Honey Roasted Limited Edition | Hershey | September 2003 |
| Kit Kat White Chocolate Limited Edition, Cat in the Hat | Hershey | November 2003 |
| Snickers Limited Edition Canister | MasterFoods | December 2003 |
| Kit Kat Mint Limited Edition | Hershey | January 2004 |
| Kit Kat Orange Limited Edition | Hershey | January 2004 |
| Altoids Limited Edition Tin Curious George | Wrigley | January 2004 |
| Cookies 'n' Chocolate Limited Edition | Hershey | March 2004 |
| Cookies 'n' Mint Limited Edition | Hershey | March 2004 |
| Reese's BIG CUP Peanut Butter Cup Limited Edition | Hershey | April 2004 |
| Air Heads Xtremes 3 roll Variety Pack-Limited | Perfetti Van | April 2004 |
| Almond Joy Pina Colada Limited Edition | Hershey | June 2004 |
| TicTac Big Box Limited Edition Lemon | Ferrero USA | July 2004 |
| TicTac Big Box Limited Edition Lime | Ferrero USA | July 2004 |
| TicTac Big Box Limited Edition Orange | Ferrero USA | July 2004 |
| Kit Kat Triple Chocolate! Limited Edition | Hershey | July 2004 |
| Kit Kat White Chocolate Limited Edition | Hershey | July 2004 |
| York Chocolate Truffle Mint Pattie Limited Edition | Hershey | July 2004 |
| Ring Pop Limited Edition Bazooka Bubble Gum | Topps Company | July 2004 |
| Ring Pop Limited Edition Cotton Candy | Topps Company | July 2004 |
| Almond Joy Chocolate Chocolate | Hershey | July 2004 |
| Kit Kat Inside Out Limited Edition | Hershey | August 2004 |
| Reese's Big Cup King Size Limited Edition | Hershey | August 2004 |
| Reese's Big Cup White Chocolate Limited Edition | Hershey | August 2004 |
| Reese's Inside Out Limited Edition | Hershey | August 2004 |
| S'Mores King Size Limited Edition | Hershey | August 2004 |
| Nestle Crunch with Peanut Butter Limited Edition | Nestle | August 2004 |
| Air Heads Popping Candy Dip Limited Time | Perfetti Van | August 2004 |
| Hershey's Double Chocolate Limited Edition | Hershey | September 2004 |
| Reese's PBC Extra Smooth & Creamy Limited Edition | Hershey | September 2004 |
| Swoops Peppermint Limited Edition | Hershey | October 2004 |
| Tootsie Roll Vanilla Flavored Midgees Limited Edition | Tootsie Roll | October 2004 |
| Hershey Cookies 'n' Creme Limited Edition | Hershey | November 2004 |
| Hershey's Nut Lovers Limited Edition | Hershey | November 2004 |
| Hershey's White Choc w Almond Chunks Limited Edition | Hershey | November 2004 |
| Reese's Pieces Peanuts & Peanut Butter Limited Edition | Hershey | November 2004 |
| Ghirardelli Peppermint Bark Limited Edition | Lindt & Sprungli | November 2004 |
| Hershey's Nut Lovers Limited Edition | Hershey | December 2004 |
| Reese's White Chocolate PB Cups King Size Limited Edition | Hershey | January 2005 |
| Reese's Fudge Peanut Butter Cups Limited Edition | Hershey | February 2005 |
| Reese's Peanut Butter Lovers Limited Edition | Hershey | March 2005 |
| Reese's Chocolate Lovers Limited Edition | Hershey | March 2005 |
| POP'ables Almonds Limited Edition | MasterFoods | March 2005 |
| POP'ables Chocolate Crisps Limited Edition | MasterFoods | March 2005 |
| Ring Pop Limited Edition Cotton Candy Bubble Gum | Topps Company | March 2005 |
| Twix Dark Chocolate Limited Edition | MasterFoods | March 2005 |
| Creme Savers Tropicals Limited Edition | Kraft | April 2005 |
| Hershey's Special Dark with Almonds Swoops Limited Edition | Hershey | April 2005 |
| Crunch Dark | Nestle | May 2005 |
| Finding Nemo Fruit Snacks | Kellog's | June 2005 |
| Take 5 White Chocolate Limited Edition | Hershey | June 2005 |
| Hershey's Extra Creamy Milk Chocolate & Heath | Hershey | July 2005 |
| TwoSomes: LE Hershey's Extra Creamy Milk Chocolate & Reese's | Hershey | July 2005 |
| Mini Pieces TwoSomes LE: Hershey's Extra Creamy Milk Chocolate & Whoppers | Hershey | July 2005 |
| TwoSomes LE: Almond Joy Passion Fruit Milk Chocolate Limited Edition | Hershey | July 2005 |
| Almond Joy Key Lime White Chocolate Limited Edition | Hershey | July 2005 |
| Kit Kat Extra Creamy | Hershey | July 2005 |
| Reese's Big Cup with Nuts | Hershey | July 2005 |
[edit] References
- ^ a b c d Kirsche, Michelle L. 2005, April 11. "LE candy provides short—but sweet—sales boosts." Drug Store News.
- ^ a b c d e 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.
