Tony’s Chocolonely has accused Lidl of copying the unique design of its chocolate bars with Lidl’s “Way To Go!” bars. Tony’s Chocolonely claims that Lidl’s bars mimic their distinct asymmetric design, which symbolizes the inequality in the cocoa supply chain. Tony’s Chocolonely argues that Lidl should also adopt their ethical sourcing principles if they are going to imitate their design. Lidl, however, insists that their chocolate is Fairtrade-certified and supports living incomes for cocoa farmers.
BBQ: How might Lidl’s alleged copying of Tony’s Chocolonely’s chocolate bar design impact Lidl’s brand reputation and customer loyalty?
