This brand opening new ‘chocolate heaven’ could give M&M World a run for its money

M&M World is a popular Leicester Square spot that baffles Londoners — but has been attracting tourists in their droves since 2011.

And now, a new ‘chocolate heaven’ is coming to the West End, which could give it some competition.

Lindt has announced that it will open its very own megastore, and it’s anticipated to be the ultimate immersive experience.

Currently, Lindt is largely sold at supermarkets, with pick n mix concessions in some Sainsbury’s stores.

There are also 14 quaint shops in the UK, including in Greenwich and the Wembley Designer Outlet, but there’s are relatively small stores, selling similar products to those you get during your food shop.

But its new upcoming store is on a much grander scale, and it’s promising to be a ‘unique’ and ‘enchanting experience’ for UK sweet tooths.

In a statement, Lindt & Sprüngli D2C and e-commerce director for UK and Ireland, Faythe King, said: ‘We are thrilled to bring the exquisite taste of Lindt Chocolate to the heart of London, offering a unique, enchanting experience for chocolate lovers—something truly unique to the UK.’

He continued to say it marks a ‘significant milestone’ for the company, which has been in operation for 179 years, and they’re excited to expand their presence in ‘one of the world’s most dynamic and vibrant cities.’

Way to make us blush, Lindt.

While a confirmed opening date for the store has yet to be revealed, the location has been confirmed as the former 6000 sq ft Gap store under Piccadilly Circus lights – a great spot considering it is one of Europe’s busiest retail locations.

The details of this ‘unique’ store are being kept tightly under wraps, but it’s likely to be impressive, as their Zurich HQ has multiple interactive activities, including a chocolate museum that shares the history of chocolate, a ‘make your own’ chocolate course, and a ginormous chocolate fountain.

There is also a Lindt cafe on site and the world’s biggest chocolate shop.

Speaking about the upcoming store, head of retail brand account management at Lindt’s new landlord Landsec, Pablo Sueiras said: ‘Located directly below the world-famous Piccadilly Lights, which attracts millions of visitors from all over the world each year, Lindt’s UK flagship will bring their brand to life with new experiences in an unbeatable location in London.’

According to The Grocer’s 2022 findings, Lindt is the second most popular chocolate brand for UK chocolate lovers.

That year, the brand reportedly generated £267 million in UK and Ireland sales alone, beating out Galaxy, Maltesers and Kinder, however they were dominated by Cadbury Dairy Milk, which came in at number one.

While Lindt is a Swiss chocolate, its most popular sales location is Germany, which generated €764 million (£614.5m) in 2022.

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