Tony's Chocolonely achieved global recognition through bold packaging and distinctive, uneven chocolate pieces. The irregular piece sizes symbolize vast profit inequalities within the global chocolate industry. The brand was founded in 2005 by three journalists who exposed slave and child labor in cocoa supply chains during a 2003 television exposé. The company commits to Fairtrade practices, works with cocoa cooperatives, and aims to ensure cocoa farmers and producers receive fair compensation. Tony's also pursues strict environmental sustainability standards. Some bar pieces form an artistic map, specifically a representation of the Gulf of Guinea, linking product design to geographic origins.
Tony's Chocolonely didn't just stumble into global fame. Its bold, paper wrappers and oversized, cartoony logo are instantly recognizable on any store shelf, enticing customers to take a bite through the company's meticulous approach to its design. And beyond the packaging, the Dutch brand boasts a subtle, often-overlooked detail within the chocolate itself. No, it's not just that it's delicious ( and not even remotely overrated).
If you've ever had one of the company's signature chocolates, you've probably noticed that the pieces aren't like other candy bars. Instead of straight, even pieces that are perfectly snappable for easy sharing, Tony's Chocolonely features a jigsaw puzzle of uneven pieces, from minuscule to gargantuan. This isn't by accident, and it's not just a quirky arrangement. Instead, these uneven pieces take on a greater meaning, representing the massive profit inequalities in the global chocolate industry.
Two years prior, these founders hosted a television exposé, showing off the dark side of some of our planet's mega chocolate companies. They found that these corporate giants routinely purchase cocoa from farms and plantations that utilize slaves and unethical child labor, and sought to change the industry altogether. So, since its founding, Tony's prides itself on being Fairtrade, ensuring that cocoa farmers and producers are paid a fair share.
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