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CO-WRITTEN / PARTNER | Staff Reporter, Hong Kong

Lindt: everyday chocolate luxury for 175 years

The company successfully introduced its first Asia-inspired Lindor receipe, Lindor Matcha, to Hong Kong in 2018.

When it comes to chocolate, nobody does it better than Lindt. Lindt is a global leader in the premium chocolate industry, having almost 175 years of history in delighting chocolate lovers around the world with its masterful chocolate creations. Lindt originated from Zurich, Switzerland, which is home to most of the iconic chocolate brands and companies in the world.

Swiss heritage
Lindt’s Swiss heritage remains strong throughout the centuries, particularly when it comes to perfecting its conching techniques. It was Rudolph Lindt who invented the conche machine back in 1879 in Switzerland, which produced the first melting, velvety smooth chocolate piece in the world. 

Currently, Lindt has 26 subsidiaries around the world, and 12 production plants based in Switzerland, Europe and the United States. It boasts more than 400 branded stores worldwide, which give chocolate lovers access to what the company describes as “everyday chocolate luxury.” As a multinational company, Lindt generates half of its overall sales in Europe, and about 40 per cent of its overall sales in the United States. 

In Asia-Pacific, the Hong Kong office looks after the company’s sales in 12 markets across the region. The presence of Lindt has been growing robustly in the region, thanks to the successful collaboration with local distributors, and the appeal of Lindt as a global brand especially during festive seasons. 

“The success of Lindt is founded on the combination of tradition and innovation. With a continuous flow of innovative chocolate recipes being invented by Master Chocolatiers based in Switzerland, Europe, and the United States, Lindt is able to delight the people of Hong Kong with a few new flavours every year,” said David Leuenberger, Regional Director, Asia-Pacific, at Lindt.

From Bean to Bar
“The combination of tradition and innovation is what set us apart from our competitors. Lindt is committed to producing and delivering high quality chocolate that is exclusively manufactured in Switzerland, Europe and the US,” said Leuenberger. “We are also committed to creating a consistent taste profile that is immediately recognisable by our customers.” 

Another advantage that Lindt has over its competitors, he said, is the company’s control over the production and distribution process. This ensures the highest quality in every single step from harvesting, manufacturing, to delivering Lindt chocolates to every customer around the world. “Lindt has the full control over the entire process of chocolate-making, from cocoa beans selection, cocoa mass production, and all the way to crafting the chocolate into perfect shapes. This is what we call ‘the Lindt difference’.”

In 2018, the company was able to bring the first Asia-inspired Lindor recipe, Lindor Matcha, to the Hong Kong market. The Lindor Matcha is made of a delicate white chocolate shell, which contains an aromatic, irresistibly smooth matcha filling made with real matcha powder. It is a fine example of how Lindt takes culture, local ingredients, and domestic market preferences into its innovation process. There is little wonder why Lindt is so fondly loved by so many in each of the markets it serves.

A taste for Hong Kong
Besides its ability to innovate, the long-standing presence of Lindt’s “hero products”, such as the iconically shaped Lindor Cornets or the thinly shaped dark Excellence tablets, also contribute to its success. These products are highly distinguishable in the market, having been recognised by customers year after year. They have subsequently become iconic chocolate products for festive seasons. The Lindor gift boxes, for example, could reach hundreds of thousands of sales during Chinese New Year. 

As for Hong Kong, the city’s strategic location at the heart of the Asia-Pacific region, the openness and receptiveness of its market to Lindt’s products, and the opportunities it provides make it an ideal base for Lindt’s operations in the region. “Hong Kong is the most established market for Lindt within the Asia-Pacific region, where we have been present for over 60 years. We have achieved a widespread distribution in supermarkets and department stores, where we have a whole range of Lindt products distributed all year round. We also have an increasingly prominent in-store visibility during festive seasons, thanks to our globally famous Lindor pralines range,” said Leuenberger.

Giulia Muzzin Scevola, Marketing Director, Asia-Pacific at Lindt, said the company had made significant investments in advertising, including TV, digital, and outdoor displays. ‘We aim to paint the city in red with Lindor from Christmas to Chinese New Year,” said Muzzin Scevola. “We invite everyone to enjoy a moment of sweet indulgence with our signature smooth melting chocolate offered by Lindor pralines. Lindt Excellence, on the other hand, offers an amazing journey of dark chocolate sensations through various degrees of cocoa content from 47% to 99%, all crafted in Lindt’s iconic thin shape to bring you the perfect chocolate experience.”

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