Limited Edition (LE) candy is specialized candy manufactured for a limited time period, typically eight to twelve weeks. 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.
Hershey's Dark Kisses (released as limited-edition in July 2003), Kit Kat White Chocolate, and Reese's White Chocolate were eventually made permanent due to customer demand.
LE candy are often used for cross-promotion with films.
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, are reluctant to carry LE candy, preferring "proven sellers."
References
- ^ 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.
- ^ 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.