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Limited Editions Tantalize Consumers

Written by RetailWire Staff

Many of us love anything special and can be tempted to try something new if we believe that it is, in some way, exceptional. But does that necessarily encourage us to stick to a brand, manufacturer or retailer once we've tried the special thing? Achieving a balance of curiosity and loyalty in consumers is perhaps one purpose of limited edition products.

Recent special edition launches include: dark chocolate caramel covered digestive biscuits (vaguely similar to graham crackers, but round) from United Biscuits-owned Mcvitie's; fat-free blackcurrant yogurt from Rachel's (recently sold by Dean Foods to French-owned Lactalis); and ketchup with balsamic vinegar from Heinz (available through Facebook).

Discussing Mcvitie's, FDIN (The Food & Drink Innovation Network) explains that "Limited edition variants such as these bring excitement to a category and will drive incremental sales for retailers." Adding, to emphasize the point, Mcvitie's suggests, "Retailers should make sure they stock up on the full Mcvitie's portfolio in order to take advantage of the extra sales generated by this exciting event."

Some promotions are announced as limited editions without definition of time or quantity but Heinz reportedly had just 3,000 bottles of its ketchup with balsamic vinegar on offer through Facebook (in addition to another million being sold through more conventional grocery channels, according to Marketing magazine). Not only is the ketchup the first variation on its original flavor, it is also said to be the first time a food product has been sold through Facebook.

While those products were available only in the U.K., Campbell introduced two limited edition "artisanal" soups to ten American cities at the end of 2010. Just-food reported that Sun-Ripened Yellow Tomato soup and Harvest Orange Tomato are "made with tomatoes, which the company uses in its V8 V-Fusion vegetable and fruit juices." The soups would be available as long as supplies lasted, according to the report.

And finally, rather than tampering with a highly successful product, Coca-Cola is marking its 125th birthday with limited edition packaging. Eye-catching perhaps, but as a means of inspiring loyalty or attracting new customers (other than those wanting to collect the bottles, cans or fridge magnets), perhaps not that inspiring.

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