Between the months of March and May, the Spring incites feelings of renewal and warmth. Beyond the thawing of snow and blossoming of flowers, the Spring is associated with pastels and celebrations like St. Patrick’s Day and Easter. A successful limited time offer (LTO) food or beverage product is able to capture these feelings and associations through a balance of familiarity, novelty and scarcity.
When most folks think of seasonality it’s normally in preparation of Winter, Spring, Summer and Fall; but when consumers, more specifically foodies, think of seasonality it is usually in anticipation of pumpkin spice lattes or Pink October cookies. Today brands are capitalizing on seasonal and LTO food and beverage products to generate excitement and interest among consumers looking for something both novel and familiar.
From a Cookies & Creme Bunny to Spring Monster Trail Mix , these Spring LTOs capitalize on novelty, flavor, functional benefit, association, excitement and priming. Check out the presentation below for more examples of sweet, savory and beverage Spring inspired products.
Seasonality is about novelty, flavor, functional benefit, association, excitement and priming. It also reflects our vision of the world--weather, time of year, ingredients, locales, cultures, etc. Seasonality can be a good product development tool with the right balance of market curation and experimentation. At the same time, it can be expensive and hard to pull off without a healthy balance of change and stability.
Symrise’s Seasonality Initiative offers a framework to help our customers develop pipelines of new concepts and flavor ideas for the seasons and major holidays. If you have questions or would like to learn more about our initiative please contact us.