Tony’s Chocolonely, the bestselling chocolate brand in the Netherlands, has launched to market in Ireland with a full range of large 180g and smal 50g bars.
According to global analysts Euromonitor International, Irish people are the third biggest chocolate eaters in Europe, spending an average of €139.70 each on chocolate in 2016. Tony’s Chocolonely believes Ireland can send a message to the chocolate industry by refusing to buy products from those who benefit from modern slavery and child labour.
The B-Corp certified company has launched eight 180g bars and four 50g bars into Irish retailers, including Brown Thomas, Eason, Mace, Spar, and Fresh.
Tony’s Chocolonely was founded in 2005 by investigative journalist Teun van de Keuken (‘Tony’) who discovered the world’s largest chocolate companies were buying cocoa from plantations in West Africa, where the worst forms of child labour and modern slavery occur. He decided that things had to change within the industry, so he set up his own chocolate company to lead by example. The company’s Chief Chocolate Officer is ex Innocent employee Henk Jan Beltman.
From the colourful wrappers to the unequally divided chocolate bars within to reflect the social inequality of the chocolate industry, Tony’s Chocolonely Fairtrade bars focus on the message that things can be done differently.
Through direct, long-term relationships with cocoa farmers and cutting-edge technology, Tony’s has created a completely transparent and traceable bean-to-bar process. The company pays a higher price for cocoa beans to ensure farmers can earn a living income, provide business and agricultural training to help partner farmers increase productivity on their farms, and work with cooperatives in which farmers are united.
1% of Tony’s Chocolonely net revenue is donated to the Chocolonely Foundation, supporting projects to eradicate modern slavery in the cocoa chain.
Ireland & UK Marketing Manager, Nicola Matthews, said: “At Tony’s Chocolonely, we are crazy about chocolate but serious about people. We aren’t just a chocolate company; we are an impact company that exists to make 100% slave free the norm in chocolate. We want to show choco fans and other chocolate companies that there is a way to produce slave-free chocolate and still be a successful business.”