Strong brand with a clear stance
All Tony’s Chocolonelies actions are derived directly from the brand’s identity and pay into the core purpose of “slave-free chocolate.” Thanks to the transparency created and the clear positioning, the brand manages to push through higher prices at retail than Milka or Rittersport, for example.
But how does Tony’s Chololonely manage to convey this identity to the consumer? Firstly, through the high level of transparency in its own communications and the “Tony’s Open Chain” initiative. This supports other chocolate manufacturers to join the principles of Tony’s Chocolonely. But the brand also makes its identity felt through the products. The boards, unlike usual, have pieces of different sizes. Because in the chocolate market, the shares of the profits are also unfairly distributed.
And with this clear attitude, Tony’s Chocolonely has managed to become one of the most successful chocolate manufacturers in the Netherlands and has successfully expanded into neighboring countries. In the meantime, the chocolate can also be found in German supermarkets.