WNWN Food Labs takes on major rebrand as Win-Win

Enterprising ‘alt-choc’ start-up company WNWN Food Labs has undergone a key brand revamp, as the business evolves its identity to become known simply as Win-Win, reports Neill Barston.

The business, which claimed an accolade at our World Confectionery Conference 2022 edition in Brussels edition, which returns to the Belgian capital this September, has continued its development after recently completing an accelerator project with Mondelez International.

As part of its brand refresh, the London-based company, which has been at the forefront of developing a lab-produced, yet natural  chocolate that does not rely on conventional cocoa, has re-designed its logo, branding, social media and website.

WN-WN Food Labs has undergone a rebrand as Win-Win. Pic: Win-Win


According to its team, the move has been undertaken to re-focus its mission of delivering a ‘win-win’ for cocoa farmers, food producers, consumers, as well as the environment in terms of its production methods. The re-design has also been devised in preparation for working with both B2B customers, and ultimately retailers, as it continues to evolve its offering towards further commercial roll-out of product lines.

Its award-winning cocoa-free choc is now available in wholesale packs for worldwide bakeries, restaurant/foodservice, confectionery groups, and CPG/FMCG companies.

“WNWN originally stood for ‘waste not, want not,’ and our desire to transform food waste and unloved ingredients into delicious and sustainable products to future-proof the flavours the world loves,” said Win-Win CEO Ahrum Pak. “

“But along with the preciousness of resources, we have become a company that works to make positive change for everyone in the supply chain, for our partners and ultimately for everyone who loves chocolate. And change tastes delicious.”


Dr Johnny Drain demonstrates some of its chocolate production to Confectionery Production at its London HQ. Pic: Neill Barston

As the company observed, cocoa crops that deliver the vast bulk of global chocolate confectionery are highly vulnerable to climate change, including rising temperatures and reduced rainfall (as Confectionery Production has recently reported) which has led experts to predict chocolate shortages and supply chain issues in the coming years even as cocoa prices have risen dramatically by  66% in the UK and 46% in the US.

It also noted that cocoa suppliers are increasingly being challenged over key issues of deforestation and human rights issues including child labour, which have posed considerable challenges for the sector’s existing infrastructure.

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