The product quickly became a success, with Van de Keuken selling 20,000 bars in two days. The brand was called "Chocolonely" in reference to Van de Keuken feeling as if he was the only person in the industry who was interested in eradicating slavery. Īfter three years of unsuccessful attempts to change the industry through investigative efforts, Van de Keuken decided to start producing chocolate bars himself. Along with this, he also requested to be prosecuted for knowingly purchasing an illegally manufactured product, although the prosecutors declined to do so. In 2002, after discovering that almost all of the chocolate produced at the time had links to slave labor, Dutch television producer and journalist Teun van de Keuken began producing programs about abuses within the cocoa industry on his show Keuringsdienst van Waarde. In 2018, the company's market share in the Netherlands was 18 percent, making it one of the country's largest chocolate manufacturers. Tony's Chocolonely is a Dutch confectionery company founded in 2005, which produces and sells chocolate.
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