Lindt achieves ‘Superbrand’ status after impressive online campaign

The Swiss confectionery company rocketed into the Superbrands Top 20, going from 39th place last year to 13th, marking the biggest jump for any of the five brands that differ from the previous year.

Founded in 1845, the parent group, Lindt & Sprüngli, raised its forecast for annual sales growth on the back of a 17% jump in sales in the first six months of the year - a sales rise of under 9% had been predicted.

Known for its chocolate truffles and chocolate bars, it is based in the Swiss town of Kilchberg, where its main factory and museum are located.

Its sales figures have been boosted by a huge increase in Lindt online sales, which doubled during the start of the pandemic in 2020 and the increasing popularity of its premium lines.

Initial analysis of spending on chocolate during the pandemic showed an increase in sales in the UK of £50m year-on-year, fuelled by purchases from supermarkets of multi-packs and large bars -to-share.

Following lockdowns in the UK, Jane Goodson, a confectionery buyer at Waitrose, said: “We’ve seen a notable increase across premium chocolate and multipack chocolates. Little treats can help lift our spirits and clearly chocolate has been a popular remedy for some during this difficult year.”​

Rolex maintains its overall top position on the Superbrand list and Lindt is in the only confectionery brand to make the top 20.