What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 18% → 25% | +7pp |
| Consideration | 10% → 13% | +3pp |
What's behind the growth
Tony's Chocolonely's US brand-building centres on mass-market storytelling, culture-forward activation and distinctive brand assets.
On mass-market storytelling, its creator-led "Deliciously Different" push, built to introduce Tony's to a mass Walmart audience, won a Shorty Impact Award in November 2025, with Shorty Awards crediting a campaign of diverse, relatable creators that generated 175 creator posts, 80 million views and \$9 million in earned media value.
On activation, a Valentine's-themed campaign landed in February 2026, when, as amNewYork reported, the Valentony's Shop pop-up took over a SoHo storefront with artist Cj Hendry, selling deliberately unequal $1 "mystery bags" of chocolate to dramatise cocoa-industry inequity, a concept VP of Marketing Aidaly Sosa Walker said let the brand "bring our bold personality to life." On brand assets, PR Newswire reported in November 2025 that Tony's codified its packaging with Pantone, standardising "Tony's Chocolonely Only Red" as a proprietary shade.
That mix of mass-market and mission-driven storytelling is showing results too: Confectionery Production reported in February 2026 that the US became Tony's largest global market for the first time, with revenue up 50% year on year.
