I've been noticing lately that many of the old chocolate/candy bar
stalwarts are bringing out special "limited edition" variations - so
you have orange, white, dark kit kat bars, not to mention all the
variations of chunky kit kats.

I'm looking for three brief things:

1. A list (does not need to be exhaustive) of other examples of
popular chocolate bar brand-extensions.

2. Have there been any variations introduced that have proven to be complete duds?

3. General data about if North American consumers have changed their
chocolate-bar eating habits. i.e. Have we been eating more chocolate
since they started doing this?

If you can find any Canadian-specific references, I'd especially like
to see those as well but it's not mandatory.

Whew. I've visited so many candy-themed websites that I feel as if I
been drenched in chocolate. I bet I've gained five pounds just doing
this research. ;-)

Below I've listed a sampling of limited edition chocolate candy products. 

======================================================================

Reese's Peanut Butter Cups in dark chocolate and white chocolate:

"They release both dark chocolate and white chocolate Reese's Peanut
Butter cups. Both marked 'special edition' and advertised as a limited
run only."

EriqX: White Chocolate Reese's are here to stay!
http://www.eriqx.com/articles/wcr.html

======================================================================

Holiday "Limited Editions":

Reese's White Chocolate Miniatures
Hershey's Nuggets Double Chocolate Chocolates
Hershey's Kisses Mint Chocolates
Hershey's Bites Milk Chocolate Pretzel Candies
Hershey's Bites White Chocolate Pretzel Candies

Hershey Holidays: Limited Edition Items for the Holidays
http://www.hersheyholidays.com/gifts/limited-edition.asp

======================================================================

Hershey's Kissable Messages:

"Inside specially marked packages of Hershey(R)'s Kisses(R) Brand
chocolates are Kissable Messages, Hershey's Kisses chocolates with
cheerful messages written on their famous flags... The new Limited
Edition Kissable Messages Kisses Brand chocolates debuted this month
[October 2003] on shelves at supermarkets, drugstores and mass
merchandisers across the country."

For Release: 
http://www.forrelease.com/D20031008/phw042.P1.10082003125705.06480.html

======================================================================

Two Canadian examples.

Mr Big Peanut Ripple: 

"A Canadian favourite in a limited edition peanutty variety."

Cybercandy: 
http://www.cybercandy.co.uk/aaasmt/index.php/url_pmet3/xdbc_36/dbtc_3/pic_1/add_44112/stc_1

Dark Chocolate Mars Bar:

"Canada has the dark chocolate Mars bars which were 'limited edition'
in the UK a couple of years ago, and which to my mind are far superior
to the milk chocolate variety."

Totl.net The Visible Mars Bar Project
http://totl.net/VisibleMars/feedback.html

======================================================================

Here are excerpts from four articles about "Limited Edition" chocolate
candies. You may want to read the articles in their entirety, since
they contain information that may be useful to you:

"Earlier this year, Al Kabili spotted a rare species - a
white-chocolate Reese's peanut butter cup. He headed to the Hershey
store in New York City and bought an entire case of the 'limited
edition' treats... The chocolates, available for only 6 to 8 weeks at
a time, are a key component of Hershey Food's growth strategy, which
includes extending the product lines of popular brands like Reese's
and Hershey's Kisses...
 
It is part of a series of initiatives at Hershey that some say show it
has become more aggressive and savvy. They have included brand
extensions like Reese's Fastbreak, a permanent product, and the
elimination of less profitable items.

Hershey has offered white- and dark-chocolate Kit-Kats and Reese's
peanut butter cups, along with rich-dark, mint and toffee-almond
Kisses, among others. More products, like a Reese's honey-roasted
peanut butter cup and a Reese's Inside-Out peanut butter cup (peanut
butter on the outside, chocolate inside), are coming, according to
Hershey spokeswoman Christine Dugan."

Xtra MSN: Hershey Hits Back With 'Limited Editions'
http://xtramsn.co.nz/business/0,,5106-2539532,00.html

"Delivering on a strategy to extend key brands and usher in
innovation, Hershey will bow offshoots of its Kisses and York
Peppermint Pattie brands... More extensions are on the way: tubes of
Mini Reese's Pieces, Jolly Rancher Rocks and blister packs with Jolly
Rancher squares. But retailers are impressed by original entries like
Swoops--curved slices of Almond Joy, Hershey's Chocolate, Reese's and
York brands--and S'mores, a chocolate covered graham cracker and
marshmallow bar... Another breakthrough will marry candy's two most
popular flavors into Kisses filled with Caramel.

The Hershey's team set out this year to transform Kisses from a
seasonal item into an everyday indulgence for its core users of women
25-34 by rolling 'Limited Edition' flavors, launching Rich Dark
Kisses... Finally, the No. 1 selling chocolate mint, York Peppermint
Pattie, will join Hershey's Chocolate and Reese's Peanut Butter Cup by
bowing a sugar-free version next year."

Vanderbilt University: Kisses, Ice Breakers and York get offshoots
http://mba.vanderbilt.edu/owenclubs/OMA/articles/hersheyHasATaste.htm

"Hershey Foods Corp. is introducing a new flavor to the Limited
Edition Kisses collection this spring: Extra Creamy Kisses with Toffee
& Almonds. Hershey's will also bring back Limited Edition Rich Dark
Hershey's Kisses for the spring season... Toffee & Almond Kisses
combine the toffee with a nutty filling."

NACS Online: Springtime Sweets
http://www.nacsonline.com/NACS/News/Daily_News_Archives/March2003/nd0313036.htm

"The limited edition has become a popular tool to generate excitement
in impulse candy. Those items that perform well may graduate to
everyday items, while those that don't are quietly discontinued after
the specified promotion.

'One of the most exciting trends in helping the category has been the
limited editions Hershey has introduced,' said Jim Corcoran, director
of trade relations for the National Confectioners Association. 'Those
are all impacting front-end sales.'

Drug stores are reaping those rewards, with sales of chocolate candy
bars up 11.6 percent to $192.9 million for the 52-week period ended in
mid-July, according to Information Resources Inc. In contrast,
non-chocolate items remain in a slump."

Drug Store News: Reinventing traditional brands
http://www.findarticles.com/cf_dls/m3374/13_25/108969947/p1/article.jhtml

======================================================================

From a 2003 report on the chocolate confectionery market:

"The U.S. chocolate confectionery market has shown growth of 11% from
1998 to 2003, yet at constant prices the market declined by nearly 2%.
Regardless, it is evident that Americans love chocolate candy as they
consume over 3.1 billion pounds of chocolate each year, or 11.7 pounds
per person. However, the forms in which consumers prefer their
chocolate candy appear to be shifting as proven by growth rates of the
segments in the market.

Growth in the market is driven by fresh concepts and formats of
traditional brands such as line extensions (Nestlé Crunch with
Caramel), limited edition (Mint Kisses by Hershey), portable packaging
(Hershey's To Go), diet variations (Hershey's Sugar-free Reese's or
Russell Stover Candies' Low-Carb Pecan Delights) and indulgent flavors
and textures (Nestlé Toll House Candy bars)... Manufacturers will
continue to make the most of flagship brands by generating interest
and excitement in the category by offering limited edition products
and line extensions."

Market Research: Chocolate Confectionery - US
http://www.marketresearch.com/map/prod/939789.html

======================================================================

Regarding variations that turned out to be duds, I couldn't find any
specific evidence of this; the candy companies apparently don't want
to admit failure. However, the fact that most "limited editions" of
inexpensive candies do not become mainstream products might indicate
that the actual "limitation" is coming from the limited enthusiasm of
the market, not from the manufacturer's desire to cater to
connoisseurs. The term "limited edition" has a certain snob appeal,
but it's not going to cause people to mistake Hershey's for Godiva.

======================================================================

Google search strategy:

Google Web Search: "chocolate" + "limited edition"
://www.google.com/search?hl=en&ie=UTF-8&oe=UTF-8&q=chocolate+%22limited+edition

Google Web Search: "chocolate" + "brand extension"
://www.google.com/search?hl=en&ie=UTF-8&oe=UTF-8&q=chocolate+%22brand+extension

======================================================================

Please let me know if you'd like me to investigate further. I'll be
glad to target my research toward specific products, as needed.

Best regards,
pinkfreud

---

Clarification of Answer by pinkfreud-ga on 27 Feb 2004 19:29 PST

Reese's "Inside Out" limited edition has the peanut butter on the
outside and the chocolate on the inside. What a concept.

"Hershey seems to have been using its KitKat bars and Reese's Peanut
Butter Cups as test vehicles -- or maybe all the alternative products
that keep popping up really are only 'limited editions.'

The recent crop included KitKats and Reese's Cups with white chocolate
or dark chocolate coating (instead of the regular milk chocolate). And
now Mr. Tidbit finds a version of Reese's Peanut Butter Cups in which
the peanut butter is honey-roasted, and another -- Reese's Inside Out
-- that has a peanut butter candy coating over a chocolate center."

Minneapolis-St. Paul Star Tribune
http://www.startribune.com/stories/404/4178038.html

Good morning, pink -- sorry about taking so long to get back to you on
this. Outstanding work, but I'd expect nothing less from one of the
best researchers here. Thank you so much!