Swiss chocolate group Lindt & Sprungli is expanding its offering in South Africa with the launch of its Hello lifestyle chocolate range in the market.

The company is commencing a “soft launch” in 200 Woolworths Holdings stores on Monday (19 May), with marketing support to kick in on 1 June, a spokesperson for the group told just-food.

“In 2014, the Hello range will be only available at Woolworths but we are already discussing the national roll-out with our other trade partners for a broader launch in 2015,” the spokesperson added.

Lindt already offers the majority of its core range in the country, with a “strong focus” on Lindor and Excellence, as well as seasonal products such as the Lindt Gold Bunny.

The firm established a South African subsidiary in May 2011 in order to accelerate growth in South Africa. “The growth experienced in South Africa over the last decade has been very fast, and since the establishment of the Lindt & Sprungli subsidiary in May 2011, we have experienced an even stronger presence in the market leading to continuous gains of market shares,” the spokesperson said.

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By GlobalData

However, the Swiss chocolate maker does not currently plan to extend its presence further in the region. “There are no particular plans for the roll-out in Sub-Saharan Africa for the time being. Further opportunities are being assessed continuously,” the spokesperson concluded.