Lindt & Sprüngli Travel Retail has extended its Lindor line with its Matcha limited edition. The new tube offers 387g of white chocolate-shelled truffles infused with a matcha-flavoured filling. Matcha is an Asian speciality, a traditional finely-ground powder of green tea leaves.
Lindt & Sprüngli said the new flavour would appeal to Asian consumers’ fondness for matcha, as well as their love of chocolate. The company also noted matcha’s growing popularity among international travellers and described the Lindor line as an unusual gift for duty free customers.
It is the first time that Lindor has included a flavour from Asia. The Lindor Matcha launch is supported by marketing campaigns in major airports and downtown duty free outlets in the Asia Pacific region, including Singapore, Hong Kong, Bangkok, Osaka, Taipei and Kuala Lumpur.
The promotions started at the beginning of October and will run for six months. They feature Japanese decorative elements such as paper fans, tatami mats and tea props, and include trial offers, sampling campaigns, PoS visuals and GWP Japanese knot bags.
Lindt & Sprüngli Global Duty Free Division Head Peter Zehnder commented: “We’re delighted to be expanding our much-loved Lindor Limited Editions range with new Lindor Matcha, a flavour that is very much on-trend and will meet demand from growing numbers of Asian travellers.
“As a global brand, it’s vital that we consider the regional preferences of consumers. We’re confident Lindor Matcha will be a popular choice with duty free shoppers and help grow Lindt’s market share in the Asia Pacific region.”
Lindor Matcha was highlighted at this month’s TFWA World Exhibition, along with a Lindor turbo promotion programme and a PoS gondola with a screen featuring an animation of the smooth-melting Lindor ball.
