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The limited edition market represents a huge opportunity for retailers, enticing consumers with new and exciting products from brands that they know and trust.

Mars is capitalising on this trend with the launch of Mars Chocolate Caramel. Bep Dhaliwal, trade communications manager, Mars Chocolate comments, “Consumers are always excited by novelty chocolate creations, particularly those from their favourite brands. Limited edition products that tap into growing consumer preferences for new flavours and varieties, like Mars Caramel, appeal to both new and existing customers.”

Seasonal products are also proving popular. McVitie’s Cake Company (MCC) is launching a variety of Halloween & Bonfire Night limited edition cake, which are set to send retailers’ profits rocketing this autumn.

The potential for limited edition and seasonal products to boost sales is not a new phenomenon. However, many confectioners now rely on such products to contribute a large percentage of their turnover rather than focusing on their core brands. Whilst new products may attract new consumers, are current loyal customers being forgotten about?