In this video interview, filmed during the TFWA World Exhibition in Cannes, Lindt Global Travel Retail Marketing Director Andres Chaveyriat speaks to The Moodie Davitt Report Brands Director Hannah Tan about flavour innovation, premiumisation and turning confectionery into a destination category.
Chaveyriat comments on Destination Pistachio, Lindt’s global travel retail-exclusive (TREX) platform running across 200 locations globally. He says, “Destination Pistachio is all about strong storytelling and execution, showing how we can turn flavour-led innovation into growth for the category.”
Bringing these innovations to life through shopper engagement is another priority, Chaveyriat says. At Cannes, Lindt presented its ‘From Cannes with Love’ campaign, incorporating a game with opportunities to win gifts.
“We want to take this a step further and explore how we can connect and engage with consumers when they enter our activation.”
Premiumisation underpins this approach. Chaveyriat explains: “When we think about premiumisation, it’s about craftsmanship, authenticity and discovery. This is something we’re trying to push further across our portfolio.”
“We’ve launched a new Cinnamon Roll limited edition to keep bringing discovery and a sense of timeliness through different Lindor formats and flavours.
“Next year, we’re also launching a new Golden Caramel range, bringing new flavours to consumers through discovery.”
Lindt is also launching Swiss Masterpieces among the ranges helping Lindt address different consumers and occasions.
All these come together to support Lindt’s ambition to make confectionery a destination in its own right.
Chaveyriat says: “We want to create the right environment for Lindt to showcase our premium positioning and expertise. We’re talking about more than 180 years of expertise in delivering high-quality, premium chocolate.
“We want to keep building on that story while being aware of trends and what consumers are looking for, so we can offer the best premium gift for every occasion.” ✈
