Australian chocolatier Haigh’s Chocolates, announced the grand opening of its newest store at Broadway Sydney. The iconic brand, known for its handcrafted chocolates and commitment to quality, is marking the occasion with an enticing promotion: customers who visit the new store and spend $50 or more between September 3 and September 7 will receive a complimentary 200g bag of Haigh’s Milk Speckles, a fan-favorite treat featuring creamy milk chocolate coated in colorful, crunchy nonpareils. The new store strengthens Haigh’s presence in Sydney, and underscores Haigh’s ongoing commitment to connecting directly with customers through its robust direct-to-consumer (DTC) channel, bringing its signature craftsmanship to one of Sydney’s bustling retail hubs.
Haigh’s Chocolates Solidifies Its Sweet Spot In Australia’s Premium Chocolate Market
Haigh’s Chocolates holds a commanding position in Australia’s direct-to-consumer (DTC) chocolate market, leading with a significant share that outpaces its competitors. The brand’s strength lies in its heritage, with over a century of crafting high-quality, handcrafted chocolates using premium ingredients. Additionally, their diverse range of offerings, such as fruit, nut, and liqueur-filled chocolates, appeals to a broad customer base, from gift-givers to chocolate connoisseurs.
Haigh’s new store in Broadway Sydney—a high-traffic shopping destination popular with locals, tourists, and gift shoppers—reinforces the brand’s dominance in the DTC channel and enhances its visibility in a competitive retail environment.
Beyond the Broadway Sydney store opening, Haigh’s has pursued several initiatives to maintain and grow its market position. In 2025, the brand launched a limited-edition Mother’s Day Special Selection, featuring innovative flavors like the Elderberry & Macadamia Ganache, and introduced a limited-edition Milk Nougat Pastille, a nod to traditional nougat flavors, in celebration of ‘Pastille Day’. These product launches showcase Haigh’s ability to blend heritage with contemporary tastes, appealing to both loyal customers and new audiences, and by consistently introducing seasonal and limited-edition products, Haigh’s keeps its offerings fresh and maintains consumer excitement, further solidifying its DTC leadership.
Competitive Activity
The Australian chocolate market is highly competitive, with several brands vying for consumer attention. Lindt, a global heavyweight, holds a significant share of the DTC market in Australia, leveraging its international reputation for smooth, luxurious chocolates and a strong retail presence in premium shopping centers. Koko Black, another key player, appeals to artisanal chocolate enthusiasts with its handcrafted, small-batch offerings and a focus on unique flavor profiles. Smaller competitors, such as Godiva, and regional brands like The Margaret River Chocolate Company, each hold modest shares, relying on niche strengths like gift-focused products, luxury branding, or local appeal.
Competitors have been active in 2025, launching innovative products and expanding their footprints to strengthen their market positions. Koko Black, for instance, opened a new store in Brisbane’s Queen Street, marking its entry into Queensland and broadening its geographic reach. The brand also launched a limited-edition Lunar New Year praline featuring white chocolate and mandarin ganache with Sichuan pepper, capitalizing on cultural celebrations to drive sales. Swiss heavyweight Lindt introduced a Dubai-style chocolate bar with a pistachio filling, tapping into the viral “Dubai chocolate” trend. Local DTC chocolatier Poppy’s Chocolate has been particularly prolific, releasing multiple limited-edition products, including a Pistachio Knafeh Bliss Block, a gluten-free Pistachio Coconut Bliss Block, and various Easter egg blocks, which cater to trending flavors and dietary preferences.