Limited Edition (LE) candy is specialized
candy
Candy, alternatively called sweets or lollies, is a Confectionery, confection that features sugar as a principal ingredient. The category, also called ''sugar confectionery'', encompasses any sweet confection, including chocolate, chewing gum ...
manufactured for a
limited time period, typically eight to twelve weeks.
[Kirsche, Michelle L. 2005, April 11.]
LE candy provides short—but sweet—sales boosts
." ''Drug Store News''. Limited-edition as a candy
marketing strategy
Marketing strategy refers to efforts undertaken by an Organizational structure, organization to increase its sales and achieve competitive advantage. In other words, it is the method of advertising a company's products to the public through an est ...
was first used in 2003; by August 2005, more than 60 limited-edition candy varieties had been marketed.
[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.]
Hershey's Dark Kisses (released as limited-edition in July 2003),
Kit Kat
Kit Kat (stylised as KitKat in various countries) is a chocolate-covered wafer bar Confectionery, confection created by Rowntree's of York, England. It is produced globally by Nestlé (which acquired Rowntree's in 1988), except in the United S ...
White Chocolate,
and Reese's White Chocolate
were eventually made permanent due to customer demand.
LE candy are often used for
cross-promotion Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand; for example, Oprah Winfrey's promotion on her telev ...
with
films
A film, also known as a movie or motion picture, is a work of Visual arts, visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, emotions, or atmosphere through the use of moving images that are gen ...
.
Some believe that LE candy merely builds upon base brand sales;
others believe in the long-run that they "cannibalize base brand sales."
Some vendors, notably
Six Flags
Six Flags Entertainment Corporation is an American amusement park company headquartered in Charlotte, North Carolina, United States. It was formed on July 2, 2024, following a merger between longtime rivals Cedar Fair and the former Six Flags ...
, are reluctant to carry LE candy, preferring "proven sellers."
References
{{reflist
External links
Limited Edition at ''Candy Blog''
Brand name confectionery
Marketing strategy