Win-Win Raises £3 Million to Expand Its Chocolate-Free Confectionery in Europe

Food tech innovator Win-Win, the team behind the UK’s first cocoa-free chocolate alternative, has secured £3 million in a Series A funding round. This new investment brings the company’s total funding to £8 million and is set to accelerate its growth within the UK and across key European markets. The funds will be used to strengthen its team, develop new product lines, and scale distribution.

Founded in 2021, Win-Win is reimagining the chocolate industry from the ground up. Their mission is clear: to create a more sustainable food system, starting with one of the world's most beloved indulgences. Instead of relying on cocoa, which is increasingly under scrutiny for its environmental and ethical challenges, Win-Win has taken a bold leap. They’ve developed a cocoa-free chocolate alternative that looks, melts, and tastes just like the real thing.

Their secret lies in innovative fermentation technology combined with traditional chocolate-making methods such as roasting, refining, and tempering. The result? A product made from widely available, natural ingredients like rice and carob that still delivers the signature snap and richness chocolate lovers crave.

Mark Golder, CEO of Win-Win, explains: 

We all love chocolate, but the way it’s currently produced isn’t sustainable. Climate change is leading to reduced yields, causing spiralling prices and supply-chain uncertainty. As consumers, we’re already seeing the impact of this in the form of rising prices and shrinkflation, and the cacao industry continues to be troubled by issues relating to deforestation. The industry is at an inflection point and needs alternative solutions that are stable and more environmentally and socially sustainable.The team at Win-Win has developed patented breakthrough technology to deliver a cocoa-free alternative to chocolate that doesn’t compromise on appearance, taste or usage. We now have an incredible portfolio of chocolate alternative products, and this investment will help us to give manufacturers, food service providers and other businesses that use chocolate a delicious alternative that is better for both the planet and its people.

It’s not just about taste. The environmental benefits are significant. Win-Win’s chocolate alternatives require up to 80 per cent less water to produce and generate 82 per cent fewer CO2e emissions compared to conventional chocolate. And with production based entirely in the UK, it’s a solution designed for both scale and sustainability.

The brand has already earned accolades for its cocoa-free creations. Two of its flagship products, a vegan milk-style chocolate and a dark chocolate alternative, will now be available in the DACH region through a new partnership with Martin Braun Backmittel und Essenzen KG. This marks the first cocoa-free chocolate in the Martin Braun-Gruppe portfolio and a significant milestone in Win-Win’s European expansion.

Whether used in pastries, cakes, cookies, doughnuts or desserts, Win-Win’s chocolate alternatives offer a compelling swap that’s better for the planet and better for people. True to its name, it’s a win on both sides, for businesses looking to innovate sustainably, and for consumers eager to make more conscious choices without compromising on taste.

"We’re delighted to conclude this funding round, which provides us with extra resources to continue on our mission and deliver a sustainable and affordable alternative to chocolate. We’re grateful that industry specialists such as Oetker recognise the need and opportunity, and have chosen Win-Win for their investment." Adds Golder.

The round attracted investors such as the Oetker Collection, Foodlabs, Mustard Seed Maze, Gota Ventures, Paulig, and Kapital.

Sven Wiszniewski, Oetker Collection KG said: 

We’re big believers in the transformative potential of Win-Win. Their approach to reimagining ingredients like chocolate is not only groundbreaking from a scientific perspective but also incredibly timely given the environmental and ethical challenges facing the industry. We’re proud to support a team that’s combining world-class innovation with real-world impact, and we look forward to backing their growth across the UK and Europe.