Introduction: “Travel retail played a leading role.” So says Peter Zehnder, Head of Global Travel Retail at Lindt & Sprüngli, as he reflects on the rapid rise of Lindt’s viral Dubai-style chocolate.
In this wide-ranging interview, conducted on location at TFWA Asia Pacific Exhibition in Singapore, Zehnder offers exclusive insight into how Lindt has transformed a viral moment on social media to Lindt’s top SKU. With 800 bars sold daily in Zurich and listings in 30 airports – soon to reach 50 – the Dubai Chocolate has become a standout success story, capturing the imagination of global travellers and reinforcing travel retail’s role as a powerful channel for brand storytelling and trend activation.
As Lindt celebrates its 180th anniversary, Zehnder also outlines what’s next for the chocolate house – from the launch of the Lindt Choco Wafer and regional expansion across Asia Pacific, to a sharpened focus on premiumisation, storytelling and experiential retail.
On the record with Peter ZehnderOn capturing a viral trend: Our top management recognised the potential immediately. We produced another small batch and again, people queued from 3am, as if it were for a Birkin bag. On the future of Lindt Dubai Chocolate: We’re selling 800 bars a day in Zürich – it’s our number one SKU. It’s present in 30 airports globally, and by June that number will reach 50. On Lindt’s Changi boutique: It brings the best of Switzerland to Singapore. We’re celebrating 180 years this year and bringing that passion and craftsmanship to the region. On the importance of immersive flagships: We believe standalone boutiques offer a stronger opportunity to showcase our full range. On what sets Lindt apart: Our premium positioning, the master chocolatier concept, and our immersive brand world – these are key differentiators |
Tell us about how Lindt captured the viral Dubai Chocolate trend. What was that journey like from ideation to launch?
It all started in Dubai. Lindt didn’t invent the concept, but we’ve certainly taken it global. It began with a handmade batch of pistachio Kunafa chocolate in Germany. Just 1,000 pieces were produced, with beautiful packaging and sold exclusively in Lindt boutiques – supported by social media. The response was incredible. People were queueing up to get one. It was almost like a travelling show across Germany, with different locations offering limited batches of 200 bars.
Our top management recognised the potential and decided to replicate the concept in Switzerland. We produced another small batch at our Home of Chocolate in Zürich – and again, people queued from 3am, as if it were for a Birkin bag.
The team in Germany moved quickly. Within two months, we brought it onto a full production line. Travel retail played a leading role. We worked with Avolta to release 50 bars at the Avolta Club, Zurich in December, which sold out instantly. In January, we had 200 bars at the Zurich airport boutique – gone in two hours.
From there, things scaled fast. We’re now selling 800 bars a day in Zürich, and it’s become our number one SKU. It’s already present in 30 airports globally, and by June that number will reach 50. After this event, I expect we’ll add another 10 or 20 quite quickly.
Often, a trend is only viral for a short amount of time, but the Lindt Dubai Chocolate has enjoyed continued success with many brands and categories embracing the trend. Why do you think that is?
Travel retail played a critical role here. We’ve introduced the product in Tel Aviv, Delhi, Mumbai, Buenos Aires, Singapore – it’s spreading globally. TikTok trends are no longer regional; they go global quickly. Scarcity helped drive desire.
We also offered it domestically, but more as a limited-time item. In travel retail we’ve managed to maintain availability better. People don’t travel every day, so when they do, it’s a great gift or discovery.
We’ve seen strong engagement – people stop, take pictures, post them. I saw it myself when I arrived in Singapore – young travellers photographing the display.
Lindt & Sprüngli has unveiled the first Lindt Boutique in Asia Pacific travel retail at Singapore Changi Airport. Tell us more about the store and the thinking behind the customer experience.
It’s tailored to the airport environment, but it brings the best of Switzerland to Singapore. We’re celebrating 180 years this year and bringing that passion and craftsmanship to the region.
The boutique features a pick-and-mix station with 14 flavours, including four exclusive to Singapore. We’re also launching our new Lindt Choco Wafer range – a new category for us – alongside the Dubai-style chocolate. There are also exclusive gift packs with sense of place for Singapore.
We’ve talked a lot about travel retail becoming more experiential. How is that reflected in the Changi store?
We’re incorporating activations such as our Lindt Maître Chocolatier creating chocolates live. For the opening, we had a spin the wheel activation – simple but highly effective. Sampling is key too, especially for new launches such as the Choco Wafer. These activities help drive conversion and engagement.
What is the broader goal for Lindt’s expansion in Asia Pacific travel retail? Are more stores planned in the region?
Yes, we’re in discussions with several airports and retailers. We believe standalone boutiques offer a stronger opportunity to showcase our full range. Multi-brand environments can be visually crowded, especially in confectionery, which makes it harder to stand out.
Premium chocolate deserves a more curated, immersive presentation – and our standalone stores can deliver that. It’s also a chance to upsell and enhance storytelling with dedicated staff and a wider assortment.
Another major movement influencing brands in travel retail is premiumisation. Is that reflected in the confectionery category too?
Definitely. We’re seeing that mainstream brands are struggling more, while premium brands are outperforming. We recently discussed this with Lagardère in Paris. Lindt sits in a sweet spot – premium but still accessible. Of course, there are more exclusive regional players, but we offer strong value within the premium tier.
Can you give us some insight into how your business is going in Asia Pacific?
It has been very positive for us, especially in Southeast Asia. I just visited Kuala Lumpur International Airport and saw excellent execution and performance there.
China is behind 2019 levels, particularly in Hainan, but Beijing and Shanghai are ahead. Chinese consumers are still travelling to Korea, Japan, and of course back to Switzerland. We’ve seen many Chinese visitors at the Lindt Home of Chocolate.
How is Lindt adapting to a changing landscape in travel retail? How are you differentiating amid an increasingly competitive retail environment?
Our premium positioning, the master chocolatier concept and our immersive brand world – these are key differentiators. Our Home of Chocolate in Switzerland welcomed 800,000 visitors last year. People want to learn, to create, to engage – and we offer that.
How are you balancing 180 years of Swiss chocolate heritage with innovation?
Innovation is in our DNA. The Lindt Choco Wafer is a great example – it’s our first real move into an adjacent category. The Dubai chocolate capitalised on emerging trends. We’re evolving from traditional TV campaigns into social media and TikTok.
We’re also expanding structurally – with new subsidiaries in India and a joint venture coming in Saudi Arabia. There’s plenty of growth ahead – in retail, wholesale and travel retail.
What are your biggest priorities for the year ahead?
Launching the Lindt Choco Wafer is our number one priority. We describe it as “crispy, creamy, dreamy”. It had to take a back seat temporarily due to the Dubai chocolate phenomenon, but we’re now preparing for a major roll-out. There’s also a strong pipeline of limited editions and new launches coming in Q3 and beyond. But yes, 2026 will be the year of the Choco Wafer. ✈
