US Edition"Devaluate Our Brand – Well-Known Chocolate Manufacturer Does Not Want to Go Into the Shelves of Aldi and Lidl
10 Articles
10 Articles
A popular premium chocolate brand deliberately rejects discounters. Instead of low prices, it relies on exclusivity, limited editions and clear brand image.
The boss of Lindt & Sprüngli explains how chocolate became so expensive, why they avoid Aldi and with what tricks they now plan the next big thing.
Schokonikoläuse and Easter bunnies from Lindt will not be present with the discounter in the future either. The head of the company says: Cheap offers endanger the brand.
Swiss Lindt chocolate will not be found on the shelves of the discounters Aldi and Lidl for the time being.
According to Lindt, the Dubai chocolate is a great success. Now, the Group wants to replenish it with a Matcha board, but it won't be available in all food markets.
In the shelves of the discounters Aldi and Lidl, the company's chocolate boards will not be available for the time being. Managing Director Lechner explains in an interview why.
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