Tony's Chocolonely was founded by journalist Teun van de Keuken in 2005 after he self-identified as a 'chocolate criminal' for consuming cocoa from exploitative practices. His mission was to raise awareness about inequalities in the cocoa industry through chocolate. Nearly 20 years later, the brand still utilizes loud marketing to spotlight pressing issues.
In a strategic marketing move, Tony's 2021 advent calendar featured a day without chocolate to illustrate the inequality in the cocoa industry, drawing both attention and controversy. UK boss Ben Greensmith emphasized that the stunt was effective for both brand and issue awareness, stating it 'did a massive job for us in terms of raising brand awareness and issue awareness.'
Tony's Chocolonely has gained significant traction in the market, holding about 20% market share in the Netherlands and ranking as the fourth most popular chocolate brand in the UK, following Galaxy, Lindt, and Cadbury. Their turnover in the UK has reached £40 million in just under five years, marking them as the fastest-growing confectionery brand in the country.
With aspirations beyond Europe, Tony's is making inroads into the US market by partnering with major retailers like Walmart, expanding their Social Responsibility initiative to a global audience. This commitment to social issues in chocolate production continues to distinguish them in a competitive landscape.
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