Tony’s Chocolonely has named Adebayo ‘The Beast’ Akinfenwa as its first official ‘Bar Breaker’.

The ethical chocolate brand has enlisted the former professional footballer to help the nation crack into its famously chunky bars in a tongue-in-cheek motivational campaign.

Tony’s conducted research revealing that more than a quarter (26%) of people in the UK have previously struggled to snap into a chocolate bar.

A similar number (26%) said they believe a bar tastes better when it breaks cleanly. Some 9% admitted resorting to asking their children for help breaking into a bar. 

A spoof video fronted by ‘The World’s Strongest Footballer’, shows Akinfenwa taking on the tricky challenge of breaking into the hefty bars. 

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The campaign also celebrates the ingenuity of Tony’s community of ‘Serious Friends’, many of whom have resorted to unconventional methods to snap the oversized bars, including using a friend’s head, a samurai sword, a dumbbell and knitting needles.

“Our bars are deliciously chunky, packed with lots of inclusions, but we know they’re not the easiest to break,” said Nicola Matthews, head of marketing UK&I at Tony’s Chocolonely, “Over the years, our Serious Friends have shared all kinds of inventive ways they’ve cracked into their favourite Tony’s bars. So now, we’re teaming up with ‘The World’s Strongest Footballer’, aka The Beast, as our first official Bar Breaker. He’s here to help chocolate lovers break into their bars with ease, and join our mission for fairer chocolate, one tasty chunk at a time.”