Tony’s Chocolonely has announced it has implemented a new legal ‘golden share’ mechanism to indefinitely protect its mission of producing ‘slave free chocolate’ – regardless of shareholder structure.
The chocolate disruptor brand has been removed from a list of ethical chocolate companies due to ties with ‘Big Cocoa’. Tony’s Chocolonely tells FoodNavigator it deliberately works with Barry Callebaut to show full traceability is possible at scale.
The challenger brand says it has struggled to roll out its limited-edition bars in the UK, claiming chocolate manufacturers pressured Sainsbury’s to delist the look-alikes.
From humble beginnings as a PR stunt, to becoming the biggest chocolate brand in the Netherlands, Tony’s Chocolonely is moving closer to its goal of disrupting ‘the big seven’ in chocolate. FoodNavigator hears how.