Wanted: Red or Alive

The red used in the wrapper for the milk chocolate offering of Tony’s Chocolonely — in my opinion THE BEST milk chocolate bar out there — has been standardized as an official color by Pantone, called Only Red. More than a marketing move (but still a marketing move), the color was “made to symbolize urgency, fairness, and fearless optimism” and, further, a red that “doesn’t just wrap chocolate — it wraps a cause”. While only Tony’s can use the red, it can now be reproduced anywhere in the world by using Pantone’s color system. As part of the milestone, Tony’s opened a pop-up in London’s Soho for one day only with all things milk chocolate and red.