When it comes to chocolate, Britain has strong opinions.
Lindt & Sprüngli, the globally renowned Swiss chocolate manufacturer, has analysed its Pick & Mix favourites across UK stores to uncover Britain’s winning chocolates, revealing that while the nation agrees on some classics, regional tastes paint a very different picture.
While it comes as no surprise that LINDOR Classic Milk remains Britain’s undisputed preference, beyond the nation’s go-to choice, shoppers’ preferences quickly begin to diverge.
Across Scotland, Wales and the South West, shoppers overwhelmingly favour the delightfully fruity LINDOR Strawberries & Cream, while LINDOR Pistachio tops the charts in both the North and South East. Meanwhile, the Midlands stands apart from every other region, with LINDOR Milk & White emerging as its number one choice, making it the only part of the nation to crown the irresistibly creamy truffle its favourite.
Nationally, Britain’s top Pick & Mix flavours beyond Classic Milk are LINDOR Pistachio, LINDOR Strawberries & Cream, LINDOR White, LINDOR Salted Caramel and Lindt Giandujotto Classic – a smooth Italian-inspired hazelnut praline. The rankings reflect the soaring popularity of pistachio alongside Britain’s enduring love of timeless chocolate favourites.
But a closer look at the data reveals a much more divided picture…
| Region | 1st place | 2nd place | 3rd place | 4th place | 5th place |
| Scotland | Strawberries & Cream | White | Pistachio | Salted Caramel | Raspberry & Cream |
| North | Pistachio | Strawberries & Cream | Salted Caramel | White | Giandujotto Classic |
| Midlands | Milk & White | White | Pistachio | Giandujotto Classic | Salted Caramel |
| South East | Pistachio | Strawberries & Cream | White | Giandujotto Classic | Salted Caramel |
| South West | Strawberries & Cream | White | Pistachio | Salted Caramel | Giandujotto Classic |
| Wales | Strawberries & Cream | White | Raspberry & Cream | Giandujotto Classic | Pistachio |
To celebrate the findings, shoppers can visit their local Lindt Chocolate Shop throughout August to explore the premium variety and irresistible indulgence of Lindt Pick & Mix, enjoying complimentary tastings of their region’s favourite flavours, with a different best-selling chocolate showcased each week while stocks last.
Appetite for new Pick & Mix additions continues to grow. Research commissioned by the brand found LINDOR Golden Caramel Hazelnut – an indulgent blend of smooth golden caramel and crunchy hazelnut pieces – is the recent launch shoppers are most excited to try (25%), rising to more than a third (35%) in Liverpool. Followed by the nutty sensation of LINDOR Pistachio (18%), the delicate taste of spring with LINDOR Cherry Blossom (16%), and the rich, velvety Lindt Pistachio Praline (14%).*
As for the nation’s wish list of future Lindt Pick & Mix, Coffee, Espresso and Cappuccino top the list, while fruity flavours such as Cherry, Mango and Pineapple also prove popular. More inventive suggestions, including English Cream Tea, further highlight consumers’ appetite for premium flavour innovation.*
Miquetta de Castro, Master Chocolatier at Lindt & Sprüngli UK, said: “Every region has its own favourites, which is exactly what makes our Pick & Mix so special. With more than 30 Pick & Mix chocolates crafted by our Master Chocolatiers, it’s an opportunity to discover everything from our iconic LINDOR recipes to exclusive creations and curate a selection that’s uniquely yours. Whether you’re rediscovering a favourite or trying something completely new, there’s always another recipe waiting to be enjoyed.”
Visit your local Lindt Chocolate Shop to discover over 30 Pick & Mix varieties, with exclusive flavours only available in store. Plus, explore the Pick & Mix collection online at Lindt.co.uk.
