In today’s highly competitive marketplace, limited time offers (LTOs) have emerged as a key strategy for brands to generate buzz, drive trial and boost sales. By creating a sense of urgency and exclusivity, LTOs tap into consumers’ fear of missing out (FOMO) and their desire for novel experiences.
According to industry data, LTOs can lift brand sales by up to 15% during a campaign period – and even longer if they successfully convert first-time buyers into loyal fans.
Producers are increasingly leveraging LTOs not just to spike short-term sales but to energise brand love, expand into new consumer segments and gather real-time feedback on new flavours and formats.
When executed with strong storytelling and targeted marketing, LTOs can turn an everyday snack into a can’t-miss cultural moment.
Here’s a look at some of the LTOs hitting shelves this season:
Ritz kicks off summer with a $50K giveaway
The beloved cracker brand is debuting its limited edition Sunkissed crackers with a Summer Giveaway. According to Pew Research Centre, 46% of consumers aren’t using their vacation days, so Ritz wants to shake that up by giving one lucky fan the chance to nab $50,000 to plan the summer of their dreams. Also up for grab are coolers, towels and other cool merch.
“The Ritz brand has a bold innovation strategy focused on reaching today’s consumer,” said VP of Marketing Steven Saenen. “We’re paying tribute to our delicious 90-year-old cracker and dialling up what consumers love in this iconic snack. We’ve modernized Ritz crackers to be baked to a crisp for the summer snacking season.”
The LTO Sunkissed crackers are flaky, snackable crackers that pack in the same buttery and salty taste consumers love from the iconic cracker, with a golden-baked twist – available at retailers nationwide from 24 April.
Promotion ends 11:59pm ET on 31 August. Open to residents of the 50 United States, DC and Puerto Rico, 18-years and older.
Oreo’s chocolate-covered pretzel cookies
For the first time ever, Oreo is introducing a sweet-meets-savoury flavour mashup: Chocolate Covered Pretzel cookies. These treats feature chocolate-flavoured crème between pretzel-flavoured cookies, topped with salt for an irresistible bite.
The limited edition cookies hit shelves nationwide on 5 May, while supplies last. According to the 2024 Mondelez State of Snacking Report, 81% of consumers “pay attention to the sensory experience” of snacks, making this playful innovation a must-try.
Ginsters partners with Heinz
The British savoury pastry giant has teamed up with Heinz to launch the Limited Edition Heinz Beanz & Cheese Slice.
This hearty 170g snack offers the ultimate comfort food experience: a perfect ratio of Heinz Beanz and cheese wrapped in flaky puff pastry.
“Heinz Beanz are a national treasure,” said Ginsters marketing director Sarah Babb. “Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth. This classic much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient.”
The slice is available from UK retailers, including Morrisons, Tesco, Asda and Sainsbury’s for an RRP of £1.95. And in a further treat for Beanz lovers, a 136g slice - packed with Beanz alone – will be launched into value retailers from June.
McVitie’s celebrates 100 years of chocolate digestives
To mark a century of its iconic Chocolate Digestives, McVitie’s is throwing a massive nationwide celebration. It’s largest campaign yet, it includes landmark light shows pop-up Biscuit Bars (2-5 May) and an on-pack competition giving away £100 every 100 minutes until 22 June.
“Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time,” said chief marketing officer Aslı Özen Turhan. “It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”
The instore activations are live for eight weeks across grocery accounts including Asda, Tesco, Waitrose, Sainsbury’s Coop and Morrisons, from 24 April until 7 June.
Pepperidge Farm brings back Milano London Fog
Pepperidge Farm has revived a fan-favourite just in time for Mother’s Day. Inspired by the earl grey tea latte, Milano London Fog cookies blend earl grey flavour, milk chocolate and vanilla between two delicate biscuits.
“It’s the perfect way to savour special moments,” said Ama Auwarter, VP of Pepperidge Farm Cookies & Bakery for Campbell’s Snacks.
Available for a limited time at Target, Instacart, Amazon and additional retailers across the US for $5.09 (SRP) per 5.6oz bag.
Utz teams up with Alex’s Lemonade Stand Foundation
Utz is kicking off summer with a mission-driven innovation: Lemonade Potato Chips.
Marrying the tangy sweetness of lemonade with the crunch of salty chips, the unusual snack is available until August in 7.75-oz bags at US retailers nationwide. A portion of each bag sold (up to $25,000) will benefit Alex’s Lemonade Stand Foundation (ALSF) to support childhood cancer research.
ALSF emerged from the front yard lemonade stand of 4-year-old Alexandra Scott, who was fighting cancer. By the time Alex passed away at the age of 8, she had raised $1 million.
“This partnership is a fun and meaningful way to bring awareness to our mission,” said Liz Scott, co-executive director of the foundation.
Added Stacey Schultz, senior VP of Marketing for Utz Quality Foods, “Beyond the incredible taste, we are also thrilled to partner with and support Alex’s Lemonade Stand Foundation’s incredible work in the fight against childhood cancer.”
Welch’s gives parents a helping hand
Welch’s Fruit Snacks is making lunchtime sweeter with writable wrappers and an innovative new tool: the Lunchbox Notes Translator. Powered by AI, the translator helps parents turn casual messages into heartfelt notes. For example, entering “You make me tired” can produce an answer like “I love how independent you can be” to encourage children to play on their own.
The translator is a fruitful pairing for Welch’s Fruit Snacks Lunchbox Notes, filled with 22 mixed fruit boxes, available at Walmart, Target, Kroger, Publix and other US retailers while supplies last.
“We’re creating a world of endless lunchbox note inspiration,” said Jason Levine, CMO of Welch’s Fruit Snacks.
“We all know that slipping a sweet note into our kids’ lunchbox is an easy way to brighten their day and stay connected, but let’s be real - by the time the school year lingers on, we sometimes forget or just can’t come up with the ‘right’ thing to say,” said CMO Jason Levine.
“With our translator, we’re creating a world of endless lunchbox note inspiration that we hope brings a little ease to parents’ days so they can focus on what matters most: connection.”
The Lunchbox Notes Translator is now live until 15 June.
Cap’n Crunch is making waves in the cereal aisle
Fans asked and Cap’n Crunch delivered. The nostalgic Orange Creampop Crunch cereal is back for a limited time this summer. Packed with creamy, citrusy notes reminiscent of orange creamsicles, it’s available in 12.6oz and 22.1oz family-size boxes.
According to the brand, superfans call this nostalgic treat “worth the hype”, so grab it while you can at Walmart, Target, Kroger, Albertsons, Dollar General and Family Dollar.
Fancypants embraces spring
The cookie brand has unveiled two limited edition spring flavours: Lemon Tart (which features lemon oil and Spanish lemon zest) and Strawberry (packed with real strawberries and white chocolate chips).
“We wanted to lean into the seasonality of spring and summer mixed with childhood nostalgia,” said founder Maura Duggan. “My grandmother would always make strawberry shortcake as soon as it was warm outside and drop it off as she lived across the street from us growing up, so I wanted to recreate this in crispy cookie form. I’ve also been a huge fan of lemon meringue cookies and love a more tart lemon cookie, so we had a lot of fun making our own twist on a lemon crispy cookie. Overall, these elevated flavours will delight fans who are ready for warmer weather.”
Available online in 3-pack ($19.99) and 6-pack ($34.99) options, plus select stores like Central Market (TX), Nugget Market (CA), and Alltown Fresh (Northeast US).
