Win-Win's Cocoa-Free Chocolate Lands Exclusive Deal with Keylink Wholesaler

UK food tech startup Win-Win has teamed up with confectionery wholesaler Keylink to distribute its cocoa-free chocolate alternatives. The exclusive deal will see Keylink stock Win-Win's milk, dark, and white chocolate variants in bulk formats. A 15% discount on these products will run until July 31, 2026, to boost adoption among manufacturers.

Win-Win's chocolate alternatives are crafted from carob, fermented rice, sunflower seeds, and a mix of shea and RSPO-certified palm oil. These ingredients mimic traditional chocolate-making but use up to 80% less water and cut CO₂ emissions by 82%. The company's range includes dark, vegan milk, milk, and white chocolates, designed as extenders or full replacements in baking and confectionery.

Keylink will be the sole distributor of Win-Win's products within its portfolio. The wholesaler will supply 10kg bags of Easymelt Chiips and Bakestable drops, targeting food producers. This follows Win-Win's earlier deal with Martin Braun-Gruppe for two cocoa-free glazes.

The move aligns with a broader industry shift. Over the past two years, major chocolate firms like Mars, Nestlé, and Hershey have invested in or partnered with startups developing cocoa-free alternatives. Barry Callebaut has also launched its own cocoa-free products, while Puratos, Cargill, and Mondelēz International are exploring similar options.

The exclusive partnership expands Win-Win's market presence through Keylink's distribution network. The discount offer aims to encourage manufacturers to trial the sustainable alternatives. With growing interest from industry giants, cocoa-free chocolate is gaining traction as a viable option for producers.