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Article: A portrait of innovation: suppliers say the limited edition phenomena opens opportunity for incremental sales while delivering diversity, excitement and novelty offerings.(LIMITED EDITION)
- Article from:
- Professional Candy Buyer
- Article date:
- January 1, 2006
CopyrightCOPYRIGHT 2006 Adams Business Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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IN THE FACE of the oft-asked question "why reinvent the wheel," more candy suppliers are choosing an alternate route to helping retailers increase rings and build sales. They are modifying already successful products and selling new versions for short periods of time under the label "limited edition."
The Hershey Co., largely considered the first candy supplier to offer the concept, introduced its first such products in 2002, according to company spokesperson Stephanie Moritz. The company currently sells more than 18 limited edition brands, with about 30 planned for introduction in 2006.
"Limited editions are one pillar of Hershey's innovation. We have ...