Tony’s Chocolonely is a Dutch chocolate manufacturer that has become a global phenomenon by combining high-quality chocolate with a bold, unwavering commitment to eradicating slavery and child labour from the cocoa industry.
Founded in 2005 by Teun van de Keuken, a Dutch television journalist, Tony’s Chocolonely was born out of his frustration with the lack of progress in addressing the persistent issues of exploitation within the chocolate supply chain. The company’s name itself is a play on words: “Tony” is the international version of Teun and “Chocolonely” reflects the feeling of being a lone voice in the fight for ethical chocolate. Although today, the company is anything but alone, having inspired a movement and a loyal following worldwide.
Tony’s Chocolonely began as a campaign rather than a traditional business. After reporting on the horrors of child labour and modern slavery in the cocoa industry, van de Keuken attempted to get himself arrested for knowingly buying chocolate produced under exploitative conditions. When authorities declined to prosecute, he decided to create his own chocolate bar to prove that it was possible to produce high-quality chocolate without exploiting people. The first batch, wrapped in bright red packaging and labelled as “100% slave-free”, sold out in just two days, demonstrating the public’s appetite for change.
Today, Tony’s Chocolonely is headquartered in Amsterdam and has grown into one of the most popular chocolate brands in the Netherlands, where it holds an 18% market share.
The brand has expanded internationally, with products available in major retailers such as Tesco, Walmart and many more worldwide and its revenue reached $162mn in 2023, reflecting a 23% year-on-year growth. The company is currently led by Douglas Lamont, who continues to champion the brand’s mission and values.
Tony’s Chocolonely produces a wide range of chocolate bars and snacks, all made from cocoa sourced according to the company’s strict ethical standards. Its product lineup includes classic milk chocolate, dark chocolate and a variety of innovative flavours such as sea salt caramel, almond nougat and raspberry popping candy. Each bar is instantly recognisable thanks to its bright, colourful packaging and the unique uneven segmentation, which is designed to symbolise inequalities within the cocoa industry.
Beyond chocolate bars, Tony’s Chocolonely offers seasonal and limited-edition products, as well as chocolate-covered nuts, baking chips and gift sets. All products are made with Fairtrade cocoa and the company is transparent about its supply chain, publishing annual reports on its progress towards a 100% slave-free industry.
The really good news is that Tony’s Chocolonely has become a catalyst for change in the wider chocolate industry, challenging larger competitors to improve their ethical standards and transparency. The company’s impact extends beyond its own products since it advocates for systemic change across the sector. It is watched with interest by the wider FMCG market as a template for how ethics can drive sales.
This is one of eight profiles in the brand new RetailX FMCG 2025 Report.
Download the full report to get exclusive insights into the $13.6 trillion industry transformation that’s reshaping retail forever.
Biotiful Dairy, Glanbia, Mars, Pepsico, Star Brands, Walmart Better Goods and Who Gives A Crap are all profiled.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.
