Recognising the increasing importance of formal gifting in the UK, Lindt had high hopes that its new Master Chocolatier Collection would not only be successful in its own right, but that it would help their overall market growth in this category. As one of the main influencing factors in the shopper’s purchasing decision, the package design was considered critical in order to achieve stand out against all the other formal gifting offers. Against a static market, the Master Chocolatier Collection is a UK success story. The elegant, understated packaging appeals to discerning customers. It has been the main driver of Lindt's +2.3pt formal gifting market share growth and is now the fastest growing company in the category with market share rising by over 45%, with its closest competitor growing by just 27.9%. The sales value target for the collection was smashed by 48% and design fees were recouped within just 16 weeks.