Bite-size and Beautiful
THE IPOD SHUFFLE, 1.8x0.7x0.3". The Kawasaki Ninja 650R motorcycle, 82.9x29.9x50". A Jean Schlumberger Sixteen Stone ring from Tiffany and Co., with an inner circumference as small as 0.586". Even with light welterweight boxer Manny Pacquiao, or, for entirely different reasons, 5'2" actress Jennifer Love Hewitt, it's plain to see that plenty of amazing things come in small packages. And whether it's cupcakes or baby carrots, smaller foods are definitely not exempt from the greatness of littleness. In fact, perhaps the best of life's minutiae (or second-best, if you keep Jennifer Love Hewitt in mind), the excellence of tiny edibles is no small thing. Their greatness can be traced from the little corners that stick out on White Castle's Slyders, through pillowcases jammed with Halloween candy, to just how well a handful of small, imprinted mints or chocolates can function as promotional products. Really, as far as edible promotions go, smaller, low-cost items may be one of the best ways to achieve big success.
One of the best perks of being small, of course, is fitting everywhere. From trade shows to restaurants to political campaigns, there really isn't a place the smaller snacks can't be used. Mike Shulkin, president of A La Carte, Chicago, explained that unlike their large, more expensive peers, smaller edibles are not restricted conceptually to the premium and incentive market. "It could be new product introductions, it could be a contest. They're more geared toward an event, rather than a thank-you," said Shulkin. The good thing about events, of course, is there are tons of them going on all the time, making smaller items that much more salable.
Outside the (candy) box
With the near-limitless number of events out there that could benefit from edible promotions of the smaller variety, creativity may become an issue. After all, repeat sales of 10,000 candy canes in "Merry Christmas from Globodyne Industries" wrappers will only carry you so far. Luckily, like another tiny item, the Lego, small food promotions seem to be designed for creativity.