Brands went on a diversification kick less than a decade ago. If a customer prefers Triscuits Flavor #5, but stores only stock popular Flavor #3, that person might not choose to buy the brand at all when they go shopping. They could reach for, and learn to prefer, a competitor's brand.

If a potential new customer doesn't like popular Triscuits flavors, but sees a newer but a less popular flavor, the availability and visibility of the less popular but still desirable flavors might convert them into a customer.