line extension

Extension of an existing product line or brand by the addition of a new modification, such as a new flavour. An example would be the addition to the existing product line of a milk chocolate version of a chocolate bar. An advantage of line extension is that it protects a product line from competition by anticipating a rival's product development. However, a possible disadvantage is that, rather than adding additional customers, it merely spreads the existing customers over a wider product range.