Dive Brief:
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Hershey’s has released a range of limited edition ‘Flavors of America’ summer-themed candies, intended to transport consumers’ taste buds to different iconic U.S. destinations, reports The Patriot-News.
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The six flavors are variations of classic Hershey’s products: Hershey’s, Hershey’s Kisses, Reese’s, Kit Kat, Twizzlers and PayDay, and are available while stocks last.
- Hershey’s Kisses Coconut Almond candies are intended to evoke Hawaiian summers; Kit Kat Strawberry candy is inspired by the California Strawberry Festival; Reese’s Honey Roasted Flavored Peanut Butter Cups suggest Georgia; Texas barbecues inspired the PayDay BBQ flavored bars; Twizzlers Key Lime Pie Flavored Twists and Twizzlers Orange Cream Pop Flavored Twists aim to conjure the flavors of Florida; and Hershey’s Cherry Cheesecake bars are inspired by summer in New York.
Dive Insight:
The marketing concept for limited edition candies surged in the early 2000s. Some popular limited edition candy bars — such as 2002’s Kit Kat White Chocolate — have gone on to become part of a company’s regular product range.
The theory behind limited edition candy is that it will provide a sales boost, without sacrificing the shelf space devoted to a company’s standard range. Some consumers enjoy limited edition varieties so much they are inspired to stock up while they are available, but it is also possible that such launches cannibalize core sales.
For Hershey, the strategy has had mixed results over the years. Ten years ago, the company pledged to cut a quarter of its portfolio after a spate of successful limited edition launches came at the expense of more profitable mainstay products. The previous year, it had credited limited edition candies — including Rich Dark Kisses and White Chocolate Reese’s — with an 8% sales boost. However, it found that launching new products destined for the longer term provided more a reliable increase in sales.
More recently, the company seems to have found a good balance between promotion of limited edition established brands, and new product launches. Hershey’s former CEO J.P. Bilbrey claimed that limited edition candies appeal to millennials, who enjoy trying new flavors and textures. The company said that innovative new products, like its Hershey’s Cookie Layer Crunch Bars, were a major factor behind an increase in sales in the first quarter, giving its range a fresh image without distancing itself from loyal customers.