Roger Federer serves a chocolate ace with new London Lindt & Sprüngli store
Swiss former world number one tennis player Roger Federer opens new Lindt & Sprungli's store in London. Pic: Lindt
Former world number one tennis player Roger Federer has served up a confectionery ace in cutting the ribbon on London’s latest addition to the Lindt & Sprüngli brand with its its new British store beneath the Piccadilly lights, reports Neill Barston.
As the global brand ambassador for the Swiss premium manufacturer, he joined its CEO for UK and Ireland, Joel Burrows, Adalbert Lechner, Group CEO, and Ernst Tanner, Executive Chairman in welcoming visitors to the store.
They were also joined by Lindt Master Chocolatier Stefan Bruderer, who held a chocolate masterclass, while Roger Federer did a meet and greet with Lindt’s biggest fans.
Plans for the store were revealed last November, with fans in the region and visitors to London from across the world will now be able to grab their share of luxury treats at its latest store.
According to the company, the site offers the largest Lindt Truffle Pick & Mix in the UK, as well as having three classically trained chocolatiers crafting fresh chocolate in-store, showcasing their expertise and passion for chocolate-making.
The company will also be showcasing its Choco Barista serving up coffee specialties, indulgent hot chocolate, milkshakes, and Lindt’s signature Crema Gelata ice cream.
Visitors to the store will be able to appreciate a curated collection of London-themed chocolates and keepsakes, including beautifully designed tins and packaging featuring iconic landmarks such as Big Ben, Tower Bridge, and the London Eye, as well as personalised gifting and attention-grabbing store displays.
Among its showstoppers is the newly forged Lindt Dubai Style Chocolate, which has reportedly seen significant demand following a sell-out launch in December 2024. It has returned to shelves this week, including Piccadilly Circus. Combining pistachio nuts, crunchy Kadayif pastry and milk chocolate, the bar was created following the growing viral flavour trend for Dubai chocolate in 2024.
The company offered a special incentive for the first 200 customers who spent £10 or more who received an exclusive goodie bag filled with delicious Lindt treats following its launch.
Speaking on the launch, Former Wimbledon winner Roger Federer, who won a total of 20 singles during his glittering career from which he recently retired, noted: “I’ve been a proud Lindt ambassador for many years, and it’s a pleasure to be here today to open this beautiful store. Lindt’s dedication to craftsmanship, passion, and innovation is something I’ve always admired, and I hope everyone who visits enjoys the experience — and, of course, the chocolate.”
Sharing his enthusiasm, Joel Burrows, CEO of Lindt & Sprüngli UK and Ireland, added: “This flagship store represents a major milestone for Lindt & Sprüngli in the UK, and we are delighted to finally welcome customers inside. To have Roger Federer here for the opening is a truly special moment – he truly embodies the Swiss premium quality that is at the heart of Lindt – and we can’t wait for everyone to experience the magic of Lindt in the heart of London.”
