Lindt unveils ambitious plans for US market as it prepares for Orlando

Lindt Napolitain Travel Edition 750g boasts a travel theme with its aircraft-shaped cut out

Lindt of Switzerland will be showcasing its core Swiss travel retail exclusive portfolio, including the Lindor Limited Edition Tubes, at the upcoming IAAFDS Duty Free Show of the Americas (booth 1305).

The soon-to-be-launched Lindor Limited Edition Spring tube, containing Lindor chocolate balls in pink wrapping, will be a key focus. The 400g format features six flavours, including caramel and stracciatella, chosen to complement the season.

The launch of this pink Lindor edition will be followed later in the year by the Lindor late summer/autumn tube. The turquoise-coloured tube will feature six flavours of Lindor chocolate balls, two of which are new: coconut and strawberry cream.

The company will also be targeting the US gifting market with its duty free exclusive assortment of hand-decorated Swiss Pralines, available in a range of formats and sizes to suit different traveller budgets.

The Lindt Napolitain Travel Edition 750g, also exclusive to travel retail, is designed to make a souvenir or gift, or as a treat to enjoy on the flight. Featuring an aircraft-shaped cut out, each golden box contains six flavours: Swiss milk, hazelnut, dark, Cresta white-crisp, Cresta milk-crisp and Lindor chocolates. It is said to be the first from Lindt to be designed with a travel theme.

Lindt & Sprüngli Head of Global Duty Free Division Peter Zehnder underlined the importance of the North American market for the company. The acquisition of Russell Stover Candies Inc last July, following the purchase of California-based Ghirardelli Chocolate Co, makes Lindt the third biggest chocolate supplier in the country and a dominant force in the domestic premium sector, Zehnder noted.

“Our ambitions for this market are high,” he said. “We are aiming to be the leading player in the American premium chocolate duty free sector, and the first choice for gifting, sharing and self-consumption. We are very proud of the quality of our products, our premium branding, outstanding POS and high quality visual impact. Therefore we believe we are well-placed to achieve our aspirations.”

Zehnder added that travel retail is now becoming more of a focus for Lindt in this region. “We have recently started to make real headway in building our brand in US airports with our distributor Otis McAllister Inc, and our key priorities at this stage of developing our operations are mainly getting our basic POS presence right, having our bestsellers on board and creating, via impressive gondolas and new future POS concepts, a presence that is really attractive to customers.”

Lindt’s new Swiss Pralines assortment comes in a range of formats including this 250g ballotin

Otis McAllister Inc Sales Director Confectionery Justin Nee said: “It is an honour to partner with Lindt & Sprüngli, now the third largest chocolate supplier in North America and a pillar of excellence globally in the travel retail sector. Since beginning our partnership with Lindt, we have been dedicated to aligning the Lindt strategy for travel retail with the current trends in the marketplace. This strategy is predicated on being the world’s largest premium chocolate supplier, focused on high-end consumers, inspiring visual merchandising and becoming part of the destination.

“We are excited to showcase Lindt 2015 novelty items at our booth during the IAADFS. These items will be highlighted on our Napolitains and pralines displays designed to complement our core product lines through secondary placement and high profile promotions. In addition, we will be unveiling our newest premium gondola display.”

Zehnder continued: “We are looking forward to continuing to make strides with our successful duty free strategy. According to Generation Research, in 2014 confectionery was the second fastest growing category after fashion in travel retail category growth. We will be striving to develop the market for Swiss premium chocolate through innovation, impactful promotions, engaging POS and of course highlighting the expertise of our own Lindt Swiss Master Chocolatiers.

“We firmly believe the US region will present strong opportunities for growth. Developing the category and duty free retailing in general will be key to success, and it is our role, as well as that of retailers and airports, to further this quest. This means allocating sufficient space to duty free and specifically confectionery, and thinking of creative ways to enhance the experience of buying premium chocolate.”

Peter Zehnder: “We are aiming to be the leading player in the American premium chocolate duty free sector, and the first choice for gifting, sharing and self-consumption”
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