What is Tony’s Chocolonely?
At its most simple its a really great chocolate bar that comes in a huge range of both regular and crazy flavours (including cherry meringue, orange rosemary and popcorn discodip).
The packaging is eye-boggling; the shapes of “chunk” that you break off are completely unique and it probably has the best name ever.
But there’s SO much more to this fantastic Dutch brand.
If you want to see the full story read this but basically an investigative reporter called Teun or Tony, was so horrified about the way that chocolate the world over was being produced on cocoa plantations that depended on child slavery (despite the fact that the world’s biggest chocolate companies had signed international treatys against the practice) that he ended up trying to turn himself into a ‘cocoa criminal’. This meant appearing on TV and gorging on chocolate in an attempt to get himself arrested for eating something that had been knowingly produced via illegal means.
Only the Dutch.
Not content with this stunt, he contacted various chocolate multinationals and asked them to create a slave-free chocolate bar for him. They all ignored him. Including Nestlé. So on November 29th 2005 Teun introduced the world’s only slave-free chocolate bar.
And the rest as they say is history.
This epic mission now powers their brand and their current aim is to get all companies globally producing 100% slave-free chocolate.
In a very Tony’s way.
The original shop is underneath their offices in the fabulous Westergas complex at the Westerpark. Fans used to drop by the office to talk to them about their mission – and to try to secure chocolate tastings, so they’ve now branched out into their own retail space. It’s staffed on rotation by people who work in the main business, giving them direct exposure to their customers (big tick!). They can tell you about the bigger mission and of course there’s loads of chocolate to buy and taste and some cool merchandise to buy.
The store is closed at lunchtimes and weekends
… and when they are on a skiing holiday in April.
They recently opened a new ‘Super Store” in the Beurs van Berlage. It’s closer to Amsterdam centre in a location that was the early 20th century base of the Dutch cocoa trade. Best of all they tipped me off about the imminent launch of a “make your own chocolate” machine in store. I’ll update with further details as soon as it happens!
I could not love this brand any more deeply. Their goals and objectives, their tone of voice and most importantly their chocolate. Go here. Buy their chocolate. These are GREAT people doing very very good things.
Oscar (aged 7) review:
i love tony’s chocolonely because i love the taste of the flavours.
my rating is 10 out of 10.
it’s the best chocolate ever.
Looking for more ‘Amsterdamspiration’? Check out our insiders’ tips for the best sweets, snacks and street food around the city right here.