Ben Greensmith, the UK manager of Tony’s Chocoloney, credits the brand’s growth to clever placement: in 2020 Ocado wanted to send a free gift to loyal customers during the pandemic and bought 400,000 bars of Tony’s Chocolonely to give out with orders. Before that “no one had heard of the company, and now 58 per cent of the UK population recognises our milk chocolate bars. That’s pretty incredible.”