Tony's Chocolonely Milk Chocolate

Tony's Chocolonely is a mission-driven Dutch confectionery brand founded in 2005 by investigative journalist Teun van de Keuken. The brand was established with the specific goal of eradicating child labor and modern slavery from the global cocoa supply chain, a commitment that is central to its identity. This 180g milk chocolate bar is one of its signature products, featuring purposefully unequal pieces to represent the uneven distribution of wealth in the chocolate industry.

While the brand is deeply rooted in the Netherlands, its chocolate production primarily takes place in Belgium. The company operates its own manufacturing facility in Borsbeek, Flanders, and partners with major processors like Barry Callebaut to produce its bars using traceable cocoa beans sourced from West Africa. In recent years, Tony's has moved from being a small activist startup to a significant international player with professional backing.

As of the mid-2020s, the company's ownership has evolved to include major investment partners. The ultimate controlling stake is held by Verlinvest, a family-backed investment firm based in Belgium, which owns approximately 64% of the company. Other shareholders include JamJar Investments (founded by the creators of Innocent Drinks) and the brand’s original founders. Despite this commercial growth, the brand maintains its ethical focus through a unique 'Mission Guardian' governance structure designed to protect its social mission independently of its shareholder composition.