At Lindt & Sprüngli, strategy means more than direction. It’s our commitment to shaping the future of premium chocolate. We build on our legacy of craftsmanship and innovation to drive sustainable, profitable growth across all markets, ensuring that we create value for our shareholders, consumers, employees, partners, and society.
Our strategy
Where to play
Expansion
We continue to unlock growth by expanding across geographies, channels, and segments. We prioritize high-potential opportunities where premium chocolate is gaining traction, scaling in underpenetrated regions, diversifying across channels, and selectively entering adjacent product categories. This disciplined approach supports sustainable top-line growth while preserving Lindt & Sprüngli’s premium positioning.
How to win
Consumer centricity
Understanding and anticipating consumer needs is central to our strategy. We build brand equity through indulgent experiences, gifting moments, and uncompromising quality. This is reinforced by deep consumer insights, strengthening our brand equity, and emotional storytelling. This approach ensures that every product, campaign, and retail experience reflects what consumers value most, making Lindt not only a chocolate brand but key to life’s special moments.
How to win
Commercial excellence
Commercial Excellence is a core pillar of our strategy. It ensures that growth is delivered with discipline and impact. By optimizing our portfolio, enhancing mental and physical availability, operating efficiently, and applying revenue growth management, we drive profitable growth while reinforcing our premium positioning across markets. We continuously invest in our brands to strengthen their relevance, desirability, and long-term equity.
Our four enablers
Our business model
The Lindt & Sprüngli business model describes the pursuit of our mission and purpose – to create premium chocolate and related confectionery for the global market, and to enchant the world with chocolate. It considers our impacts on the environment, society, and economy, as well as our endeavors to sustain our business for the long term.
Inputs
To create value for our stakeholders, we rely on essential inputs, including financial capital, raw materials, production facilities, and talent. These inputs are fundamental to the outputs and outcomes we generate as a Group.
Investments
Significant investment of CHF 330.5 million to maintain and expand production
Cocoa sourcing
We aim to invest CHF 300 million in our cocoa Farming Program by 2030
Global workforce
A global workforce of around 15,500 employees, driving quality and innovation
Research & development
Ongoing investment in research and development to foster product improvement and innovation
Robust relationships
Robust supplier and stakeholder relationships, supported by active participation in industry initiatives
Our business model in action
Lindt & Sprüngli operates a vertically integrated premium chocolate business, setting itself apart by producing its own cocoa mass and ensuring end-to-end quality control from bean to bar.
The company maintains strong supplier relationships with reliable global and local partners, selected for high quality and strict business, environmental and social criteria. Lindt & Sprüngli distributes its products through a diversified global network, primarily via wholesale and increasingly its own physical retail stores and fast-growing digital channels.
In markets without a local entity, Lindt & Sprüngli collaborates with trusted distributors. The Lindt & Sprüngli Group markets its products under the brands Lindt, Ghirardelli, Russell Stover, Whitman’s, Pangburn’s, Caffarel, Hofbauer, and Küfferle.
The business model is supported by the Group’s operating model, which focuses on supplier engagement, manufacturing excellence, consumer centricity, and brand activation.
To enchant the world with chocolate by crafting and marketing premium chocolate products, combining quality, innovation and sustainability to create long-term value for stakeholders.
Cocoa beans and raw materials
Cocoa farmers and suppliers (long-term partnerships)
Skilled employees and maître chocolatiers
Manufacturing facilities and technologies
Strong brands and premium positioning
Responsible Sourcing Approach and supplier engagement
Quality controls, audits and food safety
Chocolate manufacturing
Product development and innovation
Packaging development
Premium chocolate bars, pralines, truffles and seasonal products
Retail experiences via Lindt Shops and Chocolate Cafés
B2B and travel retail product lines
Consumers: premium quality and trusted brand experience
Customers: strong brands, reliable supply, attractive margins
Employees: skilled jobs and safe working conditions
Farmers & suppliers: stable supply, and long-term partnerships
Investors: long-term value creation and returns
Outputs and outcomes
While striving to deliver premium chocolate products, we also focus on value creation for our diverse range of stakeholders. Through this, we aim to increase our positive outcomes and reduce negative outcomes.
5.92bn
Group sales in CHF, reflecting strong global demand
2,500
A diverse portfolio of 2,500 products, reaching consumers worldwide1
92.4%
of packaging designed to be recyclable, supporting our commitment to contributing to an intact environment
42.5%
of senior leadership positions held by women, advancing diversity and inclusion
100%
of cocoa sourced through Farming Program or Responsible Sourcing Standards