Lidl Way to Go! Milk Chocolate

Way to Go! is a private-label chocolate brand exclusively developed for the discount retailer Lidl in partnership with Fairtrade and the Rikolto and FairCoop cooperatives. The brand was launched around 2020 as part of Lidl's sustainable sourcing initiatives, emphasizing 100% traceable cocoa sourced from the Kuapa Kokoo cooperative in Ghana.

The chocolate is primarily manufactured in Germany, where Lidl's own production facilities, such as Solent, transform the raw sustainably sourced cocoa into finished bars. As a private label, the brand is owned by the Schwarz Group, which is the ultimate parent company of Lidl. This brand represents a significant effort by a major retailer to ensure living wages for farmers by paying an additional premium on top of the Fairtrade price.