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Story of Lindt
From Christmas speciality to world-wide favourite: our chocolate truffles took the world by storm.
Shortly after the Second World War, our Maître Chocolatiers were tasked with inventing a delicious new way to enchant customers. It was to be unlike anything tasted before. After what seemed like an interminable creative phase, the LINDOR recipe was finally born in 1949. This new recipe made chocolate taste like liquid gold. No surprise then that LINDOR combines the French word for gold (‘or’) with Lindt.
That was the beginning of a true success story because since then LINDOR has eclipsed all other commercially available chocolate varieties, with its delicate smooth melting quality and secret filling. Not an easy feat in today’s fast-paced world of consumer goods where only a few branded products persist for such a long time.
The first LINDOR tablet was created in the autumn of 1950. Advertisements from the time showcased our best-loved chocolate in the centre of a target – we had really hit the mark!
1962 saw the introduction of the signature lace pattern on the front of LINDOR’s packaging. Inspired by the famous St. Gallen lace, the pattern references a sense of luxury, skill and refinement, while staying true to Swiss heritage. Remaining a hallmark to this day, the lace pattern visually demonstrates our promise to maintain the highest quality in everything we create.
For special seasonal occasions, a little sparkle is added to this iconic design – keep an eye out for the stars adorning our Christmas packaging or the tiny hearts that appear for Valentine’s Day.
As a seasonal promotion in 1967, and almost 20 years after the recipe was invented, we began selling our renowned chocolate as round truffles wrapped in red foil to resemble Christmas baubles. Thanks to the new recipe, our chocolate was fine enough to fill moulds and dry quickly, so that perfectly smooth chocolate shells could easily be filled with our creamy, smooth-melting chocolate.
The LINDOR truffles quickly became a favourite and customers felt like Christmas had come early – but once the festivities were over, the truffles vanished without a trace. Surprised, customers began asking about them: where had they gone? The LINDOR truffles were so sorely missed that shortly after taking them off the shelves we made them a permanent part of our chocolate range. They quickly became a Lindt staple and global chocolate phenomenon.
With their round shape, signature red wrapping, smooth hard outer shell and smooth-melting filling, LINDOR truffles are an instantly recognisable treat, adored the world over. Imitators have tried and failed to recreate these iconic chocolates, we guard our secret recipe very closely. Today, Lindt produces over one billion LINDOR truffles in almost 100 different countries.
In 1984, Lindt diversified the LINDOR truffle range to include LINDOR Dark, a dark chocolate truffle with a bittersweet smooth-melting filling. This was followed closely by LINDOR White in 1985 and LINDOR Hazelnut in 1994. These three flavours have become LINDOR signatures, alongside our number one: LINDOR Milk. But Lindt’s Maître Chocolatiers are always searching for new ways to delight – with a keen eye for seasonal and regional trends and the palate to match.
All our creations are made with you in mind. That’s why our LINDOR truffles vary from country to country and from season to season. In the US, peanut butter-filled truffles are met with great enthusiasm, while peppermint LINDOR truffles delight customers around the world every Christmas. In fact, each season brings its own delights.
In spring, LINDOR Stracciatella truffles (also known as Cookies and Cream in some countries) take centre stage. Autumn is known for our truffles with a crunchy hazelnut filling, and in winter, we release a LINDOR variety with a warming mix of spices, like cinnamon and coriander. But to this day, the classic LINDOR milk chocolate truffle remains the most popular worldwide, accounting for more than 50% of LINDOR’s overall sales each year. It’s not for nothing that our LINDOR milk truffle is known as the ‘Queen of chocolates.’
We receive countless letters from customers -like you, every day. Whether they are meant to thank or inspire new creations, each one is appreciated. The Lindt Maître Chocolatiers are always taking these ideas into consideration to find new ways to surprise. That’s how our XXL-sized LINDOR truffle came to be produced in Italy.
In 2009, to make the production even more collaborative, Lindt organised the first LINDOR festival in Switzerland. These festivals allow our Lindt MaîtresChocolatiers to get to know you and your palate. On the subject of taste, did you know that everyone enjoys LINDOR truffles in their own specific way? There are the enthusiastic LINDOR fans who are so excited they pop the entire truffle into their mouth straightaway. Then there are the LINDOR lovers who take the time to savour each truffle, letting its full aroma gradually unfold on their palate as it melts away on their tongue. And then, there are those who bite off half the truffle and then lick out the delicately melting filling with gusto.
So what tasting type are you? Tell us! We love hearing from you because without you we wouldn’t be where we are. So, from all of us at Lindt, we would like to thank you for making our journey possible.