🍫 How Tony’s Chocolonely Built a $162M Business

When Tony’s Chocolonely was founded in 2005, it had a bold mission: make 100% slave-free chocolate the new norm. 

Nearly 20 years later, the company has grown into a global success, generating $162 million in 2023.

But Tony’s story isn’t just about ethics—it’s also about clever marketing, product diversification, and business strategies that have set them apart in the competitive chocolate industry.

So, how did they turn a simple chocolate bar into a worldwide brand?

Here’s what we got for ya:

• 📈 From Activism to a Global Business Success

• 💸 Sell Your Message

• 🍬 Diversify Your Products

Read time: 4 min 30 sec

📈 From Activism to a Global Business Success

In 2005, Dutch journalist Teun van de Keuken exposed the dark side of the chocolate industry. He declared himself guilty of supporting child labor by consuming products made with exploited cocoa.

When his protest didn’t lead to immediate change, he launched Tony’s Chocolonely, a chocolate company with a mission to show that ethical chocolate was possible.

Tony’s started by paying farmers fair wages and committing to 100% traceable cocoa. At first, their message resonated mostly with conscious consumers in the Netherlands. 

However, the combination of colorful packaging and transparency drew attention, and by 2013, Tony’s was the #1 chocolate brand in the Netherlands.

Today, Tony’s Chocolonely has expanded beyond Europe, selling in major retailers like Whole Foods, Target, and Walmart across the U.S. They continue to grow, with revenue increasing by 23% in 2023 alone.

A clear mission, paired with a great product, helps build a brand that resonates with consumers worldwide.

Now let’s look at how they market their chocolate. 

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• Why Teun van de Keuken pled guilty for eating chocolate...

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💸 Sell Your Message

Tony’s Chocolonely isn’t just about ethics—they know how to get people excited about their chocolate. 

Because Tony’s chocolate is ethically sourced, it costs more. To convince people to spend more than $5 on a chocolate bar, you have to prove your product is special. 

Here’s how they got me hooked: I was walking along the canals in Amsterdam when a sign caught my eye– free chocolate! Following my stomach, I found myself in Tony's Chocolonely chocolate shop. One bite of their rich, creamy chocolate, and I was sold. Ever since, I’ve been recommending their chocolate to everyone I know. 

Now let’s look at their marketing targeted to a bigger audience:  

#1: Bold, Colorful Packaging: Tony’s chocolate bars are hard to miss on the shelves. Their bright, chunky designs stand apart from traditional chocolate brands and catch your eye instantly.

#2: Unique Chocolate Bar Design: Tony’s breaks their bars into unequal pieces to highlight the unfair distribution of wealth in the chocolate industry. This clever design sparks conversations and makes their product memorable.

#3: Fun, Engaging Campaigns: Tony’s doesn’t shy away from playful marketing. With exclusives like limited-edition flavors, they create excitement around their products. Collaborations with other ethical brands and influencers have also helped boost their reach.

Thanks to this mix of visual appeal and creativity, Tony’s has captured a wide audience, from ethical shoppers to those just looking for delicious, high-quality chocolate.

Great marketing and a standout product design can turn a mission-driven brand into a consumer favorite.

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🍬 Diversify Your Products

Tony’s Chocolonely offers diverse products and flavor ranges that reach a broader audience and help boost sales.

Some of their standout product expansions include:

• Tony’s Lil’ Bits: In response to the rising demand for convenient, portion-sized treats, Tony’s introduced Lil’ Bits, smaller snackable chocolate pieces that offer the same ethical chocolate experience in a more portable form. This allows them to tap into the snacking trend, which is growing rapidly, especially among younger consumers.

• Chocolate Bars with Surprising Flavors: While they started with classic chocolate, Tony’s has gained a following for their creative flavor combinations like pretzel toffee, popcorn disco dip, and sea salt caramel. This keeps customers curious and encourages repeat purchases.

• Seasonal and Limited-Edition Products: Tony’s regularly releases limited-edition and holiday-themed chocolates, giving customers new reasons to engage with the brand throughout the year. These limited runs create a sense of urgency and exclusivity, driving up demand.

• Make Your Own: Tony’s lets customers build their own chocolate flavors online and in their Amsterdam store! This keeps customers excited about the product. 

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The BEST thing we did in Amsterdam! 🇳🇱What would you put in your dream Tony’s chocolate bar? 👀🍫 #tonyschocolonely #tonyschocolate #tonysa... See more

By diversifying their product offerings, Tony’s Chocolonely ensures they stay relevant, adaptable, and able to meet the varying needs of their customers. 

More on this:

• Build your own Tony's Chocolonely chocolate bar