Ethical chocolate brand Tony’s Chocolonely has hit out at Morrisons and M&S for “duping” its chunky chocolate bars, without backing up its own ethical sourcing credentials.
In November, Morrisons launched a new Chunk range of chunkier chocolate bars into stores nationwide as part of its recent confectionery reset. The four-strong range of 140g bars features bright packaging and “loaded” flavours including Sea Salt, Cornflake & Honeycomb and Popping Candy, Rainbow Sprinkle & Candy Pieces.
It followed M&S’s launch of its now 10-strong chunky Choc Marks range of 180g bars in July 2024.
“We get it. We’re big fans too,” Tony’s – which is stocked by Morrisons – said in a post on LinkedIn, above a picture featuring its own chunky 180g bars alongside M&S’s and Morrisons’ NPD, which it claimed are alike in both look and “flavour combos”.
“We’ve always said we wanted to start a movement. But if you dupe our design, what about our sourcing model too?” the brand said.
Since launching into UK retail in 2019, Dutch founded Tony’s has built its brand on its five-principled, transparent sourcing model Tony’s Open Chain. It already works in partnership with other retailers and fmcg brands including Waitrose, Aldi and Pip & Nut to improve traceability and enhance pay and protection for farmers in the cocoa supply chain.
Rather than creating a storm over the bars, Tony’s instead said it wanted to use the opportunity to “call in” the retailers to join its ethical cocoa sourcing framework Tony’s Open Chain.
“Tony’s mission is to end exploitation in cocoa,” said Tony’s global head of communications Alex Gerrity in a separate post on LinkedIn.
“But a few years ago, we realised that because we aren’t the only chocolate you can buy, we need to work together to really make a difference. So, we started working directly WITH our competitors,” Gerrity added.
“I get messages regularly about the Marks & Spencer bars, so when we saw that Morrisons had launched their version earlier this week, we couldn’t resist having some fun and asking them to join us. Whaddaya say?”
The Grocer understands Tony’s has no plans to pursue any kind of further action against either retailer.
Morrisons and M&S defend chocolate sourcing credentials
Both Morrisons and M&S rejected any claims they had mimicked Tony’s products with their bars.
“Our Chunk bars have been developed to create excitement and indulgence in our range,” a Morrisons spokeswoman told The Grocer.
“The bars feature an assortment of chunky chocolate, playful textures and irresistible flavours to give customers a funky, chunky and affordable chocolate bar perfect for gifting, sharing or keeping all to yourself!”
Morrisons bars are “certified Fairtrade”, the spokeswoman added, “which means the product meets internationally agreed environmental, economic and social standards that are verified by independent audits”.
A spokesperson for M&S said the retailer was the first in the UK to partner with Fairtrade on its Shared Impact sourcing approach, which launched in 2024.
“Our Choc Marks range is 100% Fairtrade, and through the pioneering Shared Impact initiative we’re already delivering significant support to farmers at the Yeyasso co-operative in Côte d’Ivoire, boosting livelihoods, strengthening climate resilience, and ensuring the long-term sustainability of our cocoa supply,” the spokeswoman said.
“First launched in July 2024, Choc Marks brought M&S chocolate heritage to life with 10 bars and packs that pair bold flavours and textures, inspired by our iconic chunky bars from the 70s and 80s,” she added.
While at this stage tongue in cheek, it has echoes of the infamous ‘slabgate’ spat between Hotel Chocolat and Waitrose in 2018, when the premium chocolate retailer accused the supermarket of launching “copycat” versions of its luxury slab bars as part of its own label.
As well as considering legal action, Hotel Chocolat CEO Angus Thirlwell announced a “chocolate amnesty”, promising to swap any Waitrose bar purchased by customers for one of their own, more expensive bars. The spat was concluded when Waitrose dropped the line following discussions between the pair.
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