- H-E-B has introduced limited edition Choco Coco Twisters under its Select Ingredients brand to raise funds for people affected by natural disasters in Texas, according to a company press release. Five percent of the proceeds from the cookie sales will be donated directly to the American Red Cross.
- The Choco Coco Twisters, which will be available through the summer, are coconut cream sandwich cookies with coconut candy flakes between two chocolate cookies. Other seasonal flavors of Twisters are released throughout the year, including Mango Chamoy, Mexican Hot Chocolate and Candy Cane.
- San Antonio-based H-E-B said the fortitude of Texas residents inspired the company to lead the fundraising effort after Hurricane Harvey battered much of the state’s coastal communities in late 2017.
H-E-B is known for its limited edition releases that highlight its Texas roots. Earlier this year, the grocer launched limited edition rodeo-scented soaps, with scents like Texas Funnel Cake and Texas Snowcone, to celebrate the spirit of the state. One of its most successful promotions was a line of limited edition Selena shopping bags in 2018. The popular bags sold out quickly after stores opened, so H-E-B did a second round later in the year.
H-E-B’s strategy to combine cookies with Texas pride and a cause close to many residents’ hearts is an opportunity to drum up excitement for its private label brands and spark a sense of loyalty among shoppers who appreciate the company’s commitment to its community.
Limited edition products attract customers to stores as they rush to get a unique or special product before it is gone forever, which can boost sales overall as shoppers purchase additional products. Wawa released a limited edition coffee stout last year in partnership with local brewery 2SP Brewing Company. Food Lion also teamed up with a local brewer, New Sarum Brewing, for a limited release Raspberry Blonde Ale last summer. Whole Foods promoted its Beauty Week with limited edition gift bags at its first-ever Beauty Swap in March.
H-E-B seems to understand what its shoppers want and is also able to communicate that the company cares about the same things its customers do. As it continues to embrace what matters to Texans, H-E-B has been able to keep its customer satisfaction level high.