They may only be available for set periods of time, but the proliferation (and often the return) of limited-edition items underscores their unlimited appeal as buzz generators and bottom-line builders.
In fact, according to a report by Datassential, 60% of consumers have purchased a limited-edition food and beverage item.
To make the most of these promotions, food and beverage manufacturers should keep the following factors in mind to drive buzz and profits.
Seasonality Draws Interest
Seasonal items are a consistent hit with customers. Datassential reports that more than half (54%) of consumers are interested in seasonal limited-edition foods and beverages.
One reliable example, of course, is the pumpkin spice frenzy that starts earlier each year. As Jeff Delonis, vice president of marketing and innovation for Kellogg Company, told Datassential: “Pumpkin as a seasonal flavor has been successful across many food and beverage products, and that is true within Kellogg brands as well. Pop-Tarts Pumpkin Pie has been very popular as a fall limited-time offering for several years, and the flavor extended to a Rice Krispies Treats Pumpkin Pie item for multiple years based on that success.”
Pop Culture Tie-Ins Generate Buzz and Bucks
Limited-edition items are often launched as tie-ins to pop culture phenoms, events or milestones. According to Datassential, 23% of consumers are interested in purchasing pop-culture influenced limited-edition items, such as “Star Wars” cereal or “Hot Ones” Pringles.
Post Cereal launched two limited-edition breakfast cereals this year in a collab with Disney to commemorate the 100th anniversary of the iconic entertainment empire. Confetti cake-flavored puffs were released in a collector’s edition Mickey Mouse-themed metal tin, and Mickey Mouse head-shaped cereal pieces were packaged in a box designed with Disney and Pixar characters.
As Logan Sohn, senior brand manager at Post Consumer Brands, put it: “Post Consumer Brands is honored to join in the celebration of Disney100 alongside other manufacturers creating unique offerings this year. We are inspired by Disney and the wonder they’ve unlocked for consumers over the past 100 years, and we hope these themed cereal offerings help bring the celebration to life at the breakfast table.”
Think Swaps, Mashups and Partnerships
When in doubt, flavor swaps, fun collaborations and brand mashups are not only a great way to release limited edition items but also to create a buzz and drive traffic to your brand. These unique and innovative partnerships can capture the attention of consumers and create excitement around your products.
For instance, Frito-Lay took the concept of flavor swaps to the next level with their Lay’s Flavor Swaps line. They introduced innovative combinations like Doritos Cool Ranch Lay’s and FUNYUNS Onion Lay’s, which allowed customers to experience the best of both worlds.
In addition to flavor swaps, collaborations between restaurant operators and food manufacturers can lead to fun and memorable experiences for customers. IHOP, known for its delicious pancakes, partnered with General Mills to launch IHOP Mini Pancake Cereal. This unique collaboration brought together the beloved taste of IHOP pancakes in miniature form, creating a fun and nostalgic experience for breakfast lovers.
These examples demonstrate the power of flavor swaps, fun collaborations and brand mashups in creating innovative and captivating products. By thinking outside the box and partnering with complementary brands, food companies can tap into new markets, reach a wider audience and ultimately drive business growth. These limited-edition items not only create a sense of urgency and exclusivity but also show that the brand is constantly evolving and willing to experiment with new flavors and concepts.
Bold and Untold: How Daring Items Test Waters While Tempting Taste Buds
Tried-and-true seasonal flavors and fresh takes on old favorites may account for the lion’s share of limited-edition offers, but new and unusual items and madcap yet mouthwatering mashups often roar onto the market. Take Velveeta truffles, a collab between the processed cheese powerhouse and Compartés, a gourmet chocolate company. Or consider Van Leeuwen pizza ice cream, one of many unlikely limited-edition flavors (Kraft Mac & Cheese flavor is another) from the intrepid specialty ice cream company. Weird, unusual launches can bring attention to your brand and boost social media engagement.
However, while such products often go viral as forms of surprise-and-delight visual engagement, taste tops the list of reasons consumers purchase them. Fifteen percent of consumers expressed interest in limited-edition items that trend on social media (e.g., rainbow foods and pancake cereal), compared with 60% who cite flavors and ingredients as the determining factors in their purchasing decision. Datassential’s advice: “Make sure any kooky concoctions you whip up taste good, too.”
For many food and beverage companies, variety is the spice of sales, and brand diversification feeds the bottom line. For more insights into the limited-edition market, be sure to dig into “Food Flights of Fancy: Unusual Launches Drive Brand Diversification,” where we dish on epic hits and memorable misses.