Lindt has announced it is rolling back recent price increases after experiencing a notable decline in sales volume. Earlier this year, the Swiss chocolate company raised prices on a range of products, including its popular golden chocolate Easter bunnies, by nearly 12% (11.8%). Following these changes, sales by volume fell by 7.5% over the past six months, accompanied by an overall sales decrease of 0.9%.
In response to these figures, Lindt revealed it would be revising its pricing strategy in select locations across the UK. The company operates approximately 28 stores nationwide and also sells its products through various supermarket chains.
Lindt’s flagship store, opened in central London in 2025, stands out as a key venue for the brand. The store features in-house chocolatiers, an intricate recreation of London’s skyline built entirely from Lindor truffles, and boasts the largest selection of Lindt truffles available for pick and mix in the UK. The ceilings are adorned with copper mesh cocoa pods, enhancing the immersive chocolate experience.
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With more than a dozen other shops and concessions in cities including Birmingham, Liverpool, and Manchester, Lindt is well established in the UK market. The London flagship, covering approximately 6,000 square feet - roughly the size of two tennis courts - is the largest Lindt store in Britain.
Joel Burrows, Lindt’s UK and Ireland chief executive, described the store opening as a “major milestone” for the company. Notably, former tennis star Roger Federer attended the store’s launch, symbolising the premium Swiss quality Lindt aims to embody.
The launch featured a striking window display of the London skyline constructed from Lindt truffles, while inside, three master chocolatiers performed live chocolate-making demonstrations. Federer officially opened the store, praising it as “beautiful” and celebrating its unique appeal to chocolate enthusiasts.