Tony’s was founded with a very clear purpose to bring about an end to slavery in the cocoa industry. Since launching in 2005 they have become the number one selling chocolate in their home country the Netherlands, and have significant growth in every other country they have launched in. They are also one of the world's most trusted brands.

The most striking thing about a Tony’s bar is its pieces, which are divided into a pattern instead of uniform squares. The inside of the packaging explains that the money made from cocoa is unevenly divided, before letting the consumer eat the metaphor.