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According to a new consumer poll from Instantly, 38 percent of Americans say they purchase limited edition food products because of unique packaging. Additionally, 60 percent say trying a new flavor is the biggest reason to buy a limited edition item.
The poll results also revealed that consumers were more familiar with limited edition items from fast-food restaurants than packaged goods sold in grocery stores. For example, 52 percent of the respondents were familiar with Wendy’s Pretzel Bacon Cheeseburger, compared to only 25 percent familiar with Campbell’s Soups’ Andy Warhol cans.
The poll respondents also voted for their favorite limited edition foods of all time. The poll results revealed the top five choices—McDonald’s McRib Sandwich® and Shamrock McCafe Shake®, Mountain Dew’s Baja Blast®, Starbucks’ Pumpkin Spice Latte® and Oreos’ Red Velvet® flavor.
Chief Marketing officer Andy Jolls said:
“A limited edition strategy could add real value to any marketing mix. Still, CPG and food marketers should think carefully about which message and positioning will resonate most with consumers. Specialty packaging and seasonal flavors still interest consumers, but as millennials grow to become the primary consumer group in the country, socially conscious product campaigns should not be overlooked.”
Instantly polled over 6,000 respondents nationwide to obtain their perceptions on limited edition food products.