Dispute over contradicting regulation – why Lindt is not allowed to call its new Schoggi Schoggi

 The  latest product from the Swiss chocolate producer must be called “cocoa product”. Because lawyers decide what chocolate is.

Erich Bürgler

Updated 1 hour ago

When it comes to describing its chocolates, Lindt & Sprüngli normally doesn’t skimp on adjectives. Behind every chocolate creation of the company stands “a passionate and experienced Maître Chocolatier”. In the advertising, these gentlemen fill the Lindor balls by hand with a golden whisk and carefully smooth the chocolate on the bars with a silvery, shiny spatula.

But when it comes to his latest product, Lindt speaks neither of melt-in-the-mouth nor of extra-fine chocolate. “Cocoa product” is so plainly written on the packaging.  The  reason:  The  “Excellence Cacao Pur” that Lindt is selling from this week does not contain any refined sugar. It is made exclusively from the cocoa pod. In addition to the cocoa beans, Lindt also uses the pulp and extracts the sweetness from it. However, from the perspective of the Swiss authorities, the product may not be chocolate.