Tony’s Chocolonely has vowed not to shrink or reformulate its chocolate, despite its shelf prices rising by as much as 20% in a year.
The challenger brand promised consumers its chocolate would stay “exactly the same” in a recent LinkedIn post, unlike competitors whose bars are “getting smaller… or containing less cocoa” on account of soaring ingredient costs.
“At Tony’s, skimping on cocoa would mean skimping on our impact – and we’re not about that,” it stated.
“’Cause while cocoa prices are finally (!!) benefiting farmers, millions are still stuck in poverty.
“So our chunky chocolate? It’s staying *exactly* the same. Same size. Same amount of cocoa.
“’Cause that’s how we’ll… end child labour on cocoa farms; protect forests in cocoa-growing areas; enable cocoa-farming families to earn a living income.”
Pre-promotional shelf prices of like-for-like Tony’s products are up by an average 12.6% across the traditional big four, analysis by The Grocer shows [Assosia 17 November 2024 vs 17 November 2025].
Tony’s Rainbow Mix 135g has risen in price by 20%, from £5 to £6, in Morrisons. Meanwhile, Tony’s 180g tablets – including Milk Caramel Sea Salt and Milk Chocolate Chip Cookie – are up 14.3%, from £3.50 to £4, in Tesco, Sainsbury’s and Morrisons.
In Asda, the 180g tablets are up 13.7%, from £3.50 to £3.98. Meanwhile, Tony’s Littl’ Bits 100g are up 14%, from £2.50 to £2.85, in Sainsbury’s.
Morrisons and Sainsbury’s declined to comment, while Tony’s, Tesco and Asda had not responded as The Grocer went to press.
Earlier this year, McVitie’s reduced the cocoa content in Club and Penguin, meaning they can’t be sold as chocolate biscuits. Meanwhile, Kit Kat, Cadbury and Mars Wrigley shrunk pack weights of their treats.
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