Tony's Chocolonely takes aim at Lidl over its very similar confectionery shape - and claims the 'copycat' design 'doesn't feel right'

Tony's Chocolonely has publicly criticized Lidl for allegedly imitating the design of its Way To Go! chocolate bar, which features a distinctive asymmetric shape. The Dutch chocolate brand, known for its commitment to ethical cocoa sourcing, expressed concerns that Lidl's actions do not align with their sourcing principles. Tony's spokesperson emphasized the importance of adhering to ethical standards in cocoa production, questioning whether Lidl is ensuring fair compensation for cocoa farmers. In response, Lidl defended its chocolate range, stating that it has been developed in collaboration with Fairtrade since 2020, focusing on improving the supply chain for cocoa and other raw materials. Lidl's Way To Go strategy aims to support living incomes for farmers and address social issues such as gender equity and occupational health. The supermarket has extended its Fairtrade approach to other products, including coffee and cashews. This dispute echoes previous conflicts in the retail sector, such as the legal battle between Marks & Spencer and Aldi over similar product designs, highlighting ongoing tensions regarding intellectual property and ethical sourcing in the food industry. As the conversation around fair trade and ethical practices continues, both companies are under scrutiny for their commitments to sustainable practices and the welfare of farmers in their supply chains.