STRATHAM, N.H. — Lindt has designated May 9 as Lindor Chocolate Day to celebrate its iconic Lindor truffle and is holding special events in stores across the country.

Starting on National Truffle Day, May 2, and finishing on Mother’s Day, May 10, Lindor chocolate events will be held at more than 2,000 retail locations nationwide and in four major cities: New York, Minneapolis, San Francisco and Las Vegas. More than 1 million complimentary Lindor Milk Chocolate truffles were given away the events in such retail stores as Target, Kroger, Safeway, A&P and Wakefern (ShopRite) this past weekend.

On Saturday, May 9, Lindt will host events in New York, Minneapolis and San Francisco to offer consumers free Lindor Milk Chocolate truffles and a special $2 coupon offer on a 5.1-ounce or greater bag of Lindor truffles. In addition, there will be a virtual reality Lindor experience at each location that will enable consumers to “transport and escape” to a relaxing location as they enjoy their truffle.

And on Sunday, May 10, Lindt will provide complimentary Lindor Milk Chocolate truffles to shoppers in Las Vegas at special chocolate events at a Walgreens drug store and a CVS/pharmacy location.

“In celebration of Lindor Chocolate Day, we want chocolate lovers everywhere to have the chance to experience our irresistible Lindor truffle and take a moment out of their day just for themselves,” stated Thomas Linemayr, president and chief executive officer of Lindt USA. “We are thrilled to offer unique Lindor melt moments by hosting one of the largest weeklong sampling efforts in Lindt history.”

For those at home, Lindt is giving away 1 million coupons online to save on any 5.1 ounce or larger bag of Lindor truffles. Through May 9, consumers can visit LindtUSA.com/LINDOR to download and print a coupon, which will be accepted at Lindt Chocolate Shops, on LindtUSA.com and at major retailers nationwide through May 23.

Chocolate lovers can also participate in the #LINDORmelt social media contest for the chance to appear on a billboard in the heart of Times Square and win Lindor Milk Chocolate prizes. Through May 9, fans can follow @Lindt_Chocolate on Instagram or Twitter and post a photo of their favorite Lindor truffle(s), including #LINDORmelt. Select photos will appear within a giant Times Square billboard collage of the Lindor Milk Chocolate truffle on Lindor Chocolate Day between noon and 8 p.m. Also, 25 other winners will each receive a 5.1-ounce bag of Lindor Milk Chocolate truffles.