The story behind Lindt’s iconic chocolate bunny

The company's famous Easter chocolate will get a family this Easter in Czechia.

William Nattrass

Written by William Nattrass Published on 14.03.2023 17:00:00 (updated on 16.03.2023) Reading time: 4 minutes

There’s probably only one chocolate company in Europe that can lay real claim to the much-overused term “iconic.” Lindt owes its extraordinary popularity to its emphasis on making quality, melt-in-the-mouth chocolates, a focus that hasn’t changed throughout its transformation from a local Central European enterprise into a global phenomenon.

Now, the Lindt GOLD BUNNY, which has become a firm Easter favorite, is celebrating the season with special offers and GOLD BUNNY promotions, including the release of gold bunnies in various shapes and sizes as well as a clover-bedecked spring bunny.

How was the GOLD BUNNY born?

The history of the Easter Bunny is long, and it’s unclear how the animal became a symbol of Easter. One theory is that it started with German immigrants in the U.S., who brought with them the story of an egg-laying hare leaving brightly-colored eggs for well-behaved children. Eggs themselves are a symbol of fertility, birth, and new life, themes which are central to Easter as well as other springtime traditions.

A sweet myth around the creation of Lindt’s own GOLD BUNNY has it that one Easter, a Lindt Master Chocolatier was enjoying Easter brunch with his family, when his daughter spotted a rabbit in the grass in their garden. She ran outside to play with the rabbit, but it vanished into the bushes with a single flash of its white tail.

The girl was sad for days afterward, and her father thought long and hard about how he could cheer her up. Eventually, he decided to craft a chocolate bunny, wrapped in gold foil with a red ribbon, so that his daughter would have a rabbit friend she could always find.

In reality, the product was introduced in Germany in 1952 and became an instant hit. It was made possible by Lindt's earlier innovations in chocolate production, which had transformed chocolate from the hard, bitter products of the past into the melting, soft textures known and loved today. 

Conching, invented by Rodolphe Lindt in the 19th century, involves the slow mixing of ingredients at a warm temperature for a long time, and was supposedly invented when Lindt’s original chocolate master left his mixing machine running over the weekend by accident. As well as producing a new type of rich and creamy chocolate, conching allowed chocolate to be molded into any shape, such as that of the GOLD BUNNY.

Like many great success stories, the GOLD BUNNY enjoyed a long period of relative obscurity before suddenly hopping to international fame. Over four decades had passed since its invention in Germany when the product was finally introduced across the border in Austria and Switzerland, in 1994. From there, it quickly bounded into other markets and continents, introduced in the U.S. and Great Britain in 1996, and Australia in 1997.

Special Easter offers

Lindt offers its GOLD BUNNY online in six different sizes: 10g, 50g, 100g, 200g, and 1 kg. The smallest options are perfect as bite-sized bursts of deliciousness and for decorating tables or Easter hampers, while the largest is a stunning showstopper that makes the perfect Easter Egg hunt prize.

Lindt online is currently offering a 25 percent discount on a GOLD BUNNY Family selection containing the delicious treat in various sizes and flavors.

The company is also offering a new exclusive GOLD BUNNY for the special occasion called the “Lucky Charm”. This 200g version is decorated with four-leaf clovers to bring good luck as well as chocolaty pleasure.

Like Lindt’s other famous products, the GOLD BUNNY is available in various flavors in addition to traditional milk chocolate. For dark, white and hazelnut chocolate versions, look out for dark brown, white, and green ribbons in place of the classic red.

Lindt also offers other special Easter treats besides the classic GOLD BUNNY. Luxury chocolate eggs, such as the Lindor Easter Egg, provide seasonal takes on some of the brand’s other famous products. There’s also a range of more unusual options, from chocolate eggs with liqueur, to the HELLO VEGAN bunny, and chocolates in other adorable shapes such as sheep, bugs, bees, moles, and even a giant chocolate carrot.

Gifting chocolate is easier than ever this Easter

There’s no denying it: people love getting chocolate as an Easter gift. Lindt's online store makes it easy, with guaranteed free delivery within 1-3 days for orders above CZK 1,000. 

As well as Easter gifting proposals with a 20 percent discount, the promotion includes beautifully wrapped gift boxes and customizable Pick & Mix selections, making your Easter sweet with Lindt online.

More than at any other time of year, chocolate is central to bringing people, families and friends together at Easter. It’s a time of fresh beginnings, new hopes, and togetherness. And for 25 years now, Lindt’s GOLD BUNNY has been hopping into the hearts of Czechs every spring.

This article was written in association with Lindt. Read more about our sponsored content policy here.

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