Climate Challenges Cocoa's Future, British Biotech Innovates with Fermentation Approach
Win-Win: Revolutionizing Chocolate Production with a Sustainable Approach
Win-Win, a British food tech startup based in London, is making waves in the chocolate industry by producing cocoa-free chocolate alternatives through a proprietary fermentation process. Founded in 2020, Win-Win is the UK's only producer of cocoa-free chocolate, addressing sustainability and ethical concerns linked to cocoa farming.
The deep flavor of cocoa comes from its fermentation and roasting process, and recreating that depth with sustainable ingredients is challenging. However, Win-Win's innovative approach has resulted in a range of award-winning products, including white, milk, vegan milk, and dark chocolate couvertures and compounds made primarily from abundant, affordable, and sustainable ingredients like rice and carob. These products are said to have the taste, texture, and melting qualities of real chocolate, achieved by traditional chocolate-making methods combined with their unique fermentation technique.
Win-Win's chocolate production method does not rely on cocoa beans, which are often associated with dwindling yields, exploitative labor, and climatic precarity. By avoiding cocoa, Win-Win reports 82% fewer CO₂ emissions and up to 80% less water usage compared to traditional chocolate production.
The company's founders include Ahrum Pak, a sustainability advocate and Chief Strategy Officer, and Johnny Drain, a fermentation expert. Their combined expertise and passion drive Win-Win's mission to offer a tastier, more ethical, and sustainable future for chocolate.
Securing £3 million in Series A funding in mid-2025, backed by investors like the Oetker Collection and FoodLabs, Win-Win is expanding its presence in the UK and Europe, including Germany, France, the Nordics, Benelux, and Switzerland. They recently established a distribution deal with Martin Braun, a major German bakery supplier, introducing their cocoa-free products into the DACH region for the first time, marking a significant step for this emerging chocolate alternative category.
Win-Win's journey has not been without challenges. Creating a new food product from scratch, especially one as beloved and complex as chocolate, is a significant challenge. However, Pak, the founder and Chief Strategy Officer of Win-Win, considers failure as an inevitable and essential part of the process, especially when building something that's never existed before. Every setback is a chance to learn, adapt, and grow, building not just the resilience of the business, but the grit and creativity of the whole team.
The crisis in the chocolate supply chain is driven by climate volatility and persistent labour challenges. Win-Win was established in response to this looming crisis, aiming to provide a mass-market scalable alternative to traditional cocoa-based chocolate production. With the support of investors like Christophe Maire, founder of Berlin's FoodLabs and Atlantic Labs, Win-Win is well-positioned to lead the charge towards a more sustainable and ethical future for chocolate.
- Win-Win, driven by its founders Ahrum Pak and Johnny Drain, is strategically revolutionizing the chocolate industry with a sustainable approach to producing cocoa-free alternatives.
- Addressing concerns regarding cocoa farming sustainability and ethical practices, Win-Win's award-winning products are made primarily from abundant, affordable, and sustainable ingredients like rice and carob.
- By avoiding the use of cocoa beans, Win-Win's production method results in 82% fewer CO₂ emissions and up to 80% less water usage compared to traditional chocolate production, offering a climate-change friendly solution.
- With the investment of £3 million in Series A funding in mid-2025, backed by investors like the Oetker Collection and FoodLabs, Win-Win is pursuing growth by expanding its presence in the UK and Europe, aiming to reshape the food-and-drink sector with its innovative environmental-science-backed technology.
- Win-Win's focus on creating a more sustainable and ethical future for chocolate extends beyond its production process, as it recently established a distribution deal with Martin Braun, introducing its cocoa-free products into the DACH region for the first time.
- In light of the crisis in the chocolate supply chain driven by climate volatility and labor challenges, Win-Win's mission embraces innovation and adaptation to lead the industry towards a more sustainable and ethical lifestyle for both the environment and its consumers.
