Hershey’s Edible Collectibles

Jul 24, 2003

By George Anderson

Hershey’s is using limited edition releases of items such as Reese’s Peanut Butter Cups with white chocolate to keep consumer interest high and drive incremental sales and profits for the company and its retail partners.

According to Reuters, the limited edition rollouts are available for only six to eight-weeks at a time. Hershey’s chief executive, Richard Lenny, is looking for the limited editions to help extend the reach of its most popular brands.

The strategy appears to be working. The limited-edition chocolates have increased sales while developing a cult-like following among consumers. One Web site, was created by a fan to pay homage to Hershey’s edible collectibles, featuring recent sightings and testimonials from limited-edition junkies.

Moderator’s Comment: What are your thoughts on Hershey’s
limited edition strategy?

We understand that limiting access is part of the allure
of these types of products. Some stores, however, take it too far. It’s amazing
how well some stores can hide limited edition products from their own shoppers.
Anderson – Moderator

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