Win-Win | The Future of Chocolate: Delicious, Ethical, Sustainable

The future of chocolate is delicious, ethical & sustainable

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The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
The world’s tastiest cocoa-free chocolate.
100% Ethical, 100% Sustainable, 100% Delicious.
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CHILD & SLAVE
LABOUR
Our products are slave free. There are 1.5m child labourers in Ghana & Ivory Coast farms
100%
LESS
DEFORESTATION
80% of W. African rainforest lost due to deforestation since 1990 to plant more cocoa crops
90%
LESS WATER
USAGE
OUR PRODUCTION USES 90% LESS WATER THAN THAT OF CONVENTIONAL CHOCOLATE, WHICH USES 55% MORE THAN BEEF

We’re the world’s first company to bring cocoa-free chocolate to market. Why? Mass-produced chocolate hides many dark secrets including deforestation, child labour and slavery.

We use cutting-edge science to convert abundant, affordable and sustainable ingredients into a delicious cocoa-free chocolate that snaps, tastes and melts just like conventional chocolate.

100%
DELICIOUS &
SUSTAINABLE
We only use affordable and abundant whole ingredients. No artificial flavours, no syn-bio, non-GMO
80%
LESS GHG
EMISSIONS
Production of our choc generates 80% less CO2 compared to conventional chocolate
From milk to dark, Win-Win works in all chocolate applications
Pastries, Cakes, Doughnuts, Biscuits, Cookies, Coatings, Ice‑cream, Desserts, Choc bars
TOAD Bakery
Toad
“Our Win-Win choc pastries are a real hit with our customers, we simply can’t make enough!”
SEM Lisbon
Lara & George
“We showcase choc in our delicious desserts. It’s a responsible choice that’s tasty & part of a progressive future.”
Lyaness
Mr Lyan
“We’ve always loved collaborating with friends, pioneers and likeminded innovators and Win-Win has this in spades.”
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Our Story
Our Story

It all began back in 2020. With a DM. Which is probably how a lot of things start these days. 

Ahrum is a former banker and management consultant who was inspired after her MBA at INSEAD to tackle food waste and sustainability. Looking for a partner to collaborate with on her next sustainability project, Ahrum reached out to her network and was put in touch with Dr Johnny. The rest, as they say, is history.

Dr Johnny is a leading global fermentation expert who grew up a stone’s throw from the world-famous Cadbury factory in Birmingham. Before founding Win-Win with Ahrum, Johnny used the insights from his PhD in Materials Science from the University of Oxford to help the world’s best bars and restaurants pioneer sustainable solutions.

THE TEAM MAKING THE IMPOSSIBLE DELICIOUSLY POSSIBLE

From Master Choc’latiers, to Food Scientists, and from Financiers to Operations, we’ve been busy building a team of experts (and chocoholics!) that has over four decades of chocolate and confectionery experience combined.

What’s more, we’ve amassed a ton of awards in the past couple of years! Think “Best Finished Product” at the International Confectionery Awards, “Most Innovative Sustainable Solution” at Food Ingredients Europe and “World’s 50 Most Impactful Companies to Work For” by Impact Fifty.

Men's tee being modelled
What's
New?
What is Carob?
Carob is one of our hero ingredients and there’s a ton of reasons why. Ceratonia siliqua is an evergreen tree that’s native to the Mediterranean where it’s been cultivated for thousands of years. Today, you can even find it as far afield as Australia. Let’s delve into the tasty and often misunderstood world of carob, exploring its benefits, the reasons why it's often compared to cocoa and why it’s regarded as a super sustainable superfood. Read more
Fermentation: The Centuries-Old Process That’s Shaping a New Future of Chocolate
Cheese, coffee and chocolate. What do these three tasty things have in common? You guessed it: fermentation! Let's take a closer look at this magical process that’s key to unlocking a world of deliciousness and a myriad of aroma profiles in chocolate, choc, cheese and beyond.  Read more
Mass-Produced Chocolate’s Dark Secrets
Let’s face it, the vast majority of us love chocolate. We eat it to celebrate. We gift it to loved ones. And we also snack on it as a pick-me-up in the evening after a long day’s work. In fact, we adore chocolate so much that the global chocolate confectionery market is estimated to be worth more than $300 million (USD) by 2030; that’s a 66% increase since its previous valuation in 2021.  However, despite the staggeringly high figure above, all’s not as sweet as it seems when it comes to one of the world’s favourite indulgences.  Read more