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]
External links
References
- Kirsche, Michelle L. 2005, April 11. "LE candy provides short—but sweet—sales boosts ." Drug Store News.^
- 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.^