I love a limited edition and they always catch my eye in the shops. But I have to wonder how you retailers make room for them. If they’re small and a real impulse buy, then they might fit by the till, but if they aren’t you’ve got to find space for them elsewhere, and given the number of limited editions available now, that could be a problem.
However, they obviously work or suppliers would not keep rolling them out. Press releases announcing these new arrivals cite that holy grail in retailing incremental sales as their raison d’etre.
Take Cadbury Ice Cream Mini Rolls, launched for the summer months for the first time back in 2013. IRI figures state the range was worth £4.7m in its first year and in 2014, 73% of volume sales were incremental to the Mini Rolls brand.
Then there are new Haribo Frenzy Carnival editions of Starmix and Tangfastics. A Frenzy edition of each (minus the Carnival) was available last year and IRI data reveals that these helped to grow the brands by 10%. A spokesperson says combining limited editions with top sellers presents "an exciting sales opportunity for retailers’ because they capitalise on a product’s popularity.
Meanwhile, Walkers has outdone itself on the limited edition front. First there are Salt & Victory single-serve 32.5g bags available to retailers in the Leicester area to help celebrate Leicester City FC’s (LCFC’s) recent Premier League win. The distinctive blue and gold celebratory packs feature the manager and some of the players from the winning squad. And, the Walkers logo has been replaced with the word ’Winners’. All profits from the special-edition packets are going to the LCFC Foxes Foundation.
Also available are two limited-edition Walkers’ flavours Beef & Horseradish and Chicken & Stuffing to celebrate the Queen’s 90th birthday. The multipacks feature eye-catching artwork with Beef & Horseradish packs ’dressed’ as a Queen’s Guard and the Chicken & Stuffing one as a Beefeater.
Finally, I recently read that this will be a bumper year for strawberries. The reason I mention it is because strawberries used to be a ’limited edition’, available for typically six weeks a year but thanks to polytunnels and new varieties, they are now around for as long as 38 weeks a year.