There's Fight In Every Bite

For the first time ever, Tony’s is officially on UK TV, and we’re entering the ring with our biggest showdown yet: Tony vs. X-ploitation.

Look Mum! We're on the telly!

But this moment isn’t really about us. It’s about shining a brighter, louder spotlight on a problem that’s been hiding in the cocoa industry for decades – exploitation of people and planet. We’ve been wrestling exploitation in cocoa for over 20 years and now it’s your turn. We’re entering your living rooms with our over-the-top ad that has a simple message.. joining our fight is as easy as taking a bite of damn tasty Tony’s chocolate. Are you in?

meet our wrestlers

In the red corner: Tony, the colourful, chunky do‑gooder with a sweet left hook. In the blue corner: X-ploitation, the sneaky, slippery opponent that’s been hiding in the cocoa supply chain for far too long. They turn an ordinary living room into a full 90s‑style wrestling ring.. But in the battle to end exploitation in cocoa, who will win?

Team Tony

Team X-ploitation

Tony's Chocolonely

Behind the character (yes.. they're real wrestlers!):
Real name: Reece Tanner
Wrestler name: Tommy Tanner
Instagram: @thetommytanner

A symbol of the chocolate industry we're fighting for
Tony represents the possibility of a an equal cocoa industry. He’s fun, bold and full of energy, but behind the wrestling flair is something serious: the idea that chocolate can be made without exploitation of people or planet.
In the real world, exploitation is the villain.. not other chocolate companies. We want them in the ring with us, joining the movement for change.

He’s here to bring a complex issue into the spotlight in a way that’s bright, joyful and impossible to ignore. He’s here to show how millions of small choices can add up to big, industry‑wide change.. because that’s how real impact happens. Not through one Choco Fan or company acting alone, but through many people joining a movement.

X-ploitation

Behind the character (yes.. they're real wrestlers!):
Real name: Ben Pumffery
Wrestler name: Bullit
Instagram: @bullitbenno

The problem hiding in plain sight
Exploitation is the real villain in the cocoa industry and it's hiding in plain sight. Unfair prices paid to cocoa farmers, child labour, deforestation, and the impossible choices families face when they’re not paid enough to earn a living income.
He embodies the deep-rooted inequality Tony’s Chocolonely has been working to expose and challenge for over 20 years. This character may be loud, over-the-top and dramatic, but the issue he represents couldn’t be more serious.

X-ploitation is the symbol of everything that needs to change so we can all enjoy chocolate without harming those at the start of the supply chain. But the good news is Tony's ahs the sweet solution and we want to share it with the world. Because real impact doesn’t happen through one company acting alone. It happens when Choco Fans, companies, retailers and governments fight the system together.

Tony's mission statement:
The systemic underpayment of cocoa farmers is exploitation, causing a domino effect that leads to poverty, which forces farmers to turn to other forms of exploitation: child labour and deforestation. There are 1.5 million children in child labour in cocoa-growing communities, and there is widespread deforestation in Côte d’Ivoire and Ghana. These issues have been embedded in the industry for many decades without much progress. Tony’s Chocolonely exists to end this.

How did we get here?

Backed by Sky, ready to rumble

We didn’t just elbow‑drop our way onto your screens by accident. We’re here thanks to the Sky Zero Footprint Fund — the true tag‑team partner in our corner.
As a Champions category winner, we landed £500k of Sky TV advertising.. a heavyweight boost that catapulted our mission onto TVs across the nation, reaching chocolate lovers who might not know Tony’s yet or know what’s really happening behind the scenes of the chocolate industry.
Sky backs brands that use creativity to spark real conversations around sustainability. They're not just funding our first TV ad, they're fuelling our movement for change.

Are you joining us in the ring?

How can you help?

This is the easiest part.. the cocoa in Tony's Chocolonely chocolate is sourced according to Tony's 5 sourcing principles - our sweet solution to exploitation in cocoa. That means its deforestation free and making real progress in tackling cocoa farmer poverty and child labour. Our damn tasty chocolate packs a serious punch so joining our fight is as easy as taking a bite.

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