Vegan a rising sweet spot

Lindt unveiled its first vegan range, promoted as being “expertly crafted, using only the finest quality ingredients to create the ultimate plant-based treat”, in March.

Now available in Australia, the Lindt Classic Vegan range is aimed at capitalising on the growing number of consumers looking for alternative dairy products.

A Lindt spokesperson tells Convenience World that the company has seen “substantial growth” in the plant-based confectionery category, both locally and globally, over recent years.

“Lindt expects this trajectory to continue,” says the chocolatier, “with the dairy/milk alternative categories projected to grow 7% CAGR over the next four years.”

On trends influencing the category, Lindt says: “Macro trends toward products with more sustainable, ethical, environmental, and personal benefits are becoming increasingly important to consumers.

“While they may not be strictly vegan or vegetarian, there is already one in three Australians, looking for a more balanced approach to food consumption [Lindt consumer research, June 2021, and IRI, ‘A Healthier New Normal’, July 2021]. Meat and dairy alternatives simply offer consumers another option.”

Despite this, Lindt believes many consumers miss the pleasures of eating a creamy chocolate, as there are few great tasting dairy alternative options available.

“Lindt is looking to address the taste barrier by creating a smooth and creamy vegan chocolate, using oat and smooth almond, to provide flexitarians with a go-to sweet treat that tastes delicious and fits with this growing diet/lifestyle trend,” says the spokesperson.

Addressing retailers, Lindt acknowledges flexitarian consumers as both premium and unique to the category. By creating space and awareness in-store for alternative products, the company says, retailers can drive total category value as well as penetration.

“Creating impactful out-of-aisle activations during key seasonal times can also drive total category by recruiting those shoppers who are curious and open to trying plant-based alternatives,” adds Lindt.

The Lindt Classic Vegan chocolate blocks (RRP $6) in the variants of Classic Vegan Smooth (100g) and Classic Vegan Hazelnut (100g) are now available via Lindt chocolate shops and cafes, and its online store, along with Coles and major independent grocers.

“[We’ll] be running a comprehensive digital campaign beginning in May to create awareness and path to purchase for the new vegan range,” says Lindt. “We’ll also be supporting with unique POS to drive important physical availability in-store.”

This article is published in the May issue of Convenience World.

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