Snack It Like It’s Hot: Limited Editions and the FOMO Feast

Why are Brands Betting on Rarity?
Special-edition releases have become a tactic to engage consumers and generate euphoria. Be it for a marshmallow-flavoured soda or Dunkin’s partnership with, these marriages have turned everyday essentials into cultural movements. The captivation lies in their scarcity, prompting buyers to behave impulsively and share their experiences online, fuelling the buzz. For brands, these releases are not just to boost sales—but to experiment with bold flavours and consumer engagement tactics.

Selling Scarcity: The FOMO Formula
When a brand slaps a “limited-time only” tag on a product, it becomes something exceptional—something one needs to have. This taps into the psychology of scarcity, where a product playing hard to get makes becomes significantly more desirable. It’s like seeing the last cookie on the plate; you didn’t think you wanted it, but now you can’t imagine life without it. Add a dose of FOMO to it, and you’ve got a recipe for impulsive buying. As noted by Cialdini in his book Influence: The Psychology of Persuasion, scarcity triggers urgency, nudging consumers to act fast before it’s too late. For brands, it’s about creating a moment that feels impossible to miss.

Social media supercharge this, turning limited editions into viral sensations. Platforms like TikTok and Instagram are flooded with unboxing videos, taste-testing clips, and hashtags like #LimitedEdition, garnering millions of views. This augments demand as buyers rush to flaunt their rare finds online. A 2023 Mintel report shows that 62% of Gen Z buyers are particularly eager to try bold, adventurous flavours, making limited-edition launches an ideal match for their curiosity and obsession with novelty.

Bold Flavours, Big Wins, Bigger Buzz

Limited-edition releases are FMCG industry’s version of drop culture – a trend that flourishes on short-term hypes. Take Lay’s “Passport to Flavour” series, delivering global tastes such as Greek Tzatziki and Indian Tikka Masala. In India, Maggi’s “Desi Flavours” range featuring regional delectables, delivering hyper-local tastes to national shelves. The impressive success of DS Group’s Pulse candy, with its one-of-a-kind raw mango flavour, yielded ₹100 crore ($12 million) within eight months and ₹300 crore ($36 million) in two years. This astronomical growth surpassed many established brands, showing the power of limited-time offers.