Ethical chocolate maker Tony’s Chocolonely has launched a social mission campaign against exploitation in the cocoa industry, playing on a common misspelling of the brand’s name. 

Tony’s, known for its colourful wrappers and commitment to slave-free chocolate, aims to correct the common misspelling of ‘Chocolonely’ as ‘Chocoloney’ while raising awareness of forced labour in cocoa production. 

“Chocolonely reflects our founder’s lonely fight against exploitation in the cocoa industry,” said Jacqui Grimsey-Jones, Tony’s head of marketing, “It’s not just a quirky name – it’s a statement of purpose.”

The brand was founded in 2005, when Dutch journalist Teun van de Keuken (anglicised as ‘Tony’) uncovered widespread forced labour in cocoa production.

Frustrated by the lack of media attention, van de Keuken took matters into his own hands, launching what would become Tony’s Chocoloney.

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Recent reports suggest that child labour in cocoa-producing regions of West Africa has increased, despite industry pledges to combat the problem.

Tony’s has also opened its sourcing model, the 5 Sourcing Principles, as Tony’s Open Chain, to any other company who wants to use it in ensuring their supply chains are sustainable.

“This Christmas, we want everyone to embrace our mission and join the movement for exploitation-free chocolate,” said Grimsey-Jones, “It really is easy, let’s get the name right: Chocolonely, the impact brand that exists to end poverty, child labour and deforestation in the cocoa industry with damn tasty chocolate made from ethically sourced cocoa beans.”