Lindt is opening a megastore with largest chocolate pick & mix in UK

M&M World is a popular Leicester Square spot that baffles Londoners — despite attracting tourists in their droves since 2011.

But a new ‘chocolate heaven’ is coming to the West End very soon, which will undoubtedly give it a run for its money.

Lindt is making all our sweet dreams come true by opening its very own megastore in London – complete with the UK’s largest Lindor Truffle Pick & Mix in the UK. *Swoon*

Currently, the iconic chocolate brand is mostly sold in supermarkets, with pick & mix concessions in some Sainsbury’s stores. There are also 14 quaint shops across the UK, in locations such as Greenwich and the Wembley Designer Outlet.

But that’s all about to change, as it’s new flagship store is expected to be a one-of-a-kind immersive experience for chocolate lovers.

The shop will be located in the former 6000 sq ft Gap store under Piccadilly Circus lights – a great spot considering it is one of Europe’s busiest retail locations.

Inside you can expect to find exclusive gifts and souvenirs, as well as chocolate you can personalise. You can bet there’s going to be some show-stopping window displays to see too.

If this weren’t enough, the UK will be getting its very first Lindt Master Chocolatiers, with three classically trained chocolatiers making fresh chocolate in the store for all to see. And there’s going to be a brand new Lindt Chocolate bar, where visitors can enjoy barista-style freshly crafted drinks, including hot chocolate and coffees, plus milkshakes and ice cream.

For those curious, the shop will be opening from 2pm on Friday, March 21 and the first 200 people through the door, who purchase an item worth £10 or more will receive a goodie bag to celebrate the launch.

Speaking about the launch, Joel Burrows, CEO of Lindt & Sprüngli UK and Ireland, said: ‘We’re thrilled to be bringing the exquisite taste of Lindt Chocolate to the heart of London.

‘With 2025 marking Lindt & Sprüngli’s 180th anniversary, what better way to celebrate this journey and enduring passion for captivating chocolate lovers worldwide, with the opening of this one-of-a-kind store – something truly unique to the UK.’

And Stefan Bruderer, a master chocolatier at Lindt & Sprüngli, added: ‘This wonderful new store will be a feast and vision for the senses, featuring a beautifully designed interior that pays homage to our chocolate’s heritage.

‘From ceilings adorned with copper mesh cocoa pods to a team of passionate chocolatiers crafting and creating fresh and unique chocolate products live in-store. We can’t wait for everyone to be amazed as they walk through the doors.’

According to The Grocer’s 2022 findings, Lindt is the second most popular chocolate brand for UK chocolate lovers.

That year, the brand reportedly generated £267 million in UK and Ireland sales alone, beating out Galaxy, Maltesers and Kinder, however they were dominated by Cadbury Dairy Milk, which came in at number one.

While Lindt is a Swiss chocolate, its most popular sales location is Germany, which generated €764 million (£614.5m) in 2022.

This article was first published October 31, 2024.

Do you have a story to share?

Get in touch by emailing MetroLifestyleTeam@Metro.co.uk.