Target is devoting incremental shelf space and endcap displays to premium chocolates geared to members of Generation Y, as part of an exclusive distribution arrangement with Lindt.
Lindt’s Hello line of chocolate, in flavors like Strawberry Cheesecake, Caramel Brownie and Cookies & Cream, was designed to fill a dearth in the market for premium chocolates geared to young consumers, according to Mike Hurley, marketing director for Lindt.
“Target is seeing this as an opportunity to [cater] to an underserved space in the chocolate category,” he said.
The retailer did not return SN’s request for comment.
Rather than merchandise Hello products by form, as is customary in the chocolate category, Target is devoting an inline brand block to the collection of bars, on-the-go sticks and bags of mini-sticks to better amplify brand messaging, noted Hurley.
“This is unique for a category which rarely looks at [merchandising] from the consumer standpoint,” he said.
Hello’s packaging features eye-catching colors and unique taglines that read, “Hello, my name is caramel brownie. Pleased to meet you. Nice to sweet you.”
The line comprises Hello bars with filled squares, retailing for $2.79; sticks with six squares for 99 cents; and bags of mini sticks for $3.99. Select products are also available at Lindt Chocolate Shops and on LindtUSA.com.
