27 Jun 13 Lindt rolls out new brand aimed at Millenials market

Lindt & Sprungli is rolling out its premium Hello chocolate collection in the US, following its debut in Germany last September, then the UK and Swiss markets. The brand aims to attact a previously untapped younger audience to premium chocolate. [Click pic to enlarge]

The range, which includes bars, sticks and gift boxes, will be sold exclusivity in Target stores in the US.

Thomas Linemayr, CEO and president of Lindt USA.  “We are excited about the collection and the opportunity to engage Millennials, a virtually untapped group in the premium chocolate space, with the Hello products on digital and social platforms and in Target stores.”

The Millennials, those aged 13-31, are the largest group in the US. According to Bridgeworks, the group is expected to outpace the spending of Baby Boomers by 2015.

Lindt will be introducing Hello bars in four core flavours – Caramel Brownie, Cookies & Cream, Crunchy Nougat and Strawberry Cheesecake – alongside three limited edition flavours available throughout October – Berry Affair, Coconut Love and Coffee Blast.

The group is also debuting Hello sticks, “trendy treats designed for chocolate-lovers on-the-go”, a Thank You box and Ultra Thin Chocolates.