Win-Win
Win-Win is a London-based fermentation food tech company that produces cocoa-free chocolate alternatives from cereals and legumes via proprietary fermentation, sold B2B in bulk wholesale to bakeries, restaurants, foodservice operators, and CPG companies, with planned UK retail and DTC expansion.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Win-Win does
Win-Win (formerly WNWN Food Labs Ltd) is a London-based fermentation food technology company founded in 2021 by Ahrum Pak and Dr. Johnny Drain. The company has developed a proprietary fermentation process that transforms cereals (barley, oats) and legumes (carob, tiger nuts) into cocoa-free chocolate alternatives, mimicking the conventional chocolate manufacturing sequence (grow, ferment, roast) without cocoa beans, synthetic biology, or GMOs. The product portfolio spans Dark, Milk, Vegan M•lk, and White Choc alternatives, each formulated as a 1-for-1 drop-in replacement that snaps, melts, tastes, and bakes like conventional chocolate across applications including pastries, cakes, cookies, coatings, doughnuts, desserts, and ice cream. Verified environmental metrics include 80% lower CO2 emissions (3.8 kg CO2e/kg versus 40+ kg CO2e/kg for conventional chocolate), 80% less water usage, and elimination of cocoa-linked deforestation, child labor, and supply chain volatility.
The company's business model is predominantly B2B wholesale, selling bulk formats (1.5kg pouches, 10kg packs, pallets) to bakeries, restaurants, foodservice operators, confectionery groups, and CPG/FMCG companies. Distribution is handled through an exclusive UK partnership with Keylink, plus European and international reach via Hanos and Martin Braun-Gruppe (a Geschwister Oetker subsidiary serving customers in 70+ countries). A secondary DTC channel operates through eatwinwin.com with limited consumer releases (choc thins, Waim! bar) that have historically sold out quickly, and a broader consumer range is in development for UK retail launch. Recognized customer logos include Toad Bakery, Lyaness, Apricity, DLISH, Fortnum & Mason, and Martin Braun-Gruppe.
Win-Win has raised approximately $10 million across two Series A rounds: a $5.6M round in February 2023 led by PeakBridge VC with FoodLabs, Geschwister Oetker Beteiligungen, Mustard Seed Maze, PINC, Investbridge AgriTech, and HackCapital; and a £3M round in July 2025 led by FoodLabs and Oetker Collection. The company completed the Mondelēz CoLab Tech accelerator in late 2023 and rebranded from WNWN to Win-Win in February 2024 in preparation for UK retail. Leadership transitioned in January 2025 with the appointment of Mark Golder (ex-PepsiCo, Marks & Spencer, Pukka Herbs, Quest Nutrition) as CEO, joining founder Ahrum Pak and an operations, R&D, and chocolate production team with deep confectionery and biotechnology expertise.
Win-Win firmographics
Firmographics- Name
- Win-Win
- Legal name
- WNWN Food Labs Ltd
- Website
- https://eatwinwin.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Win-Win is a London-based fermentation food tech company that produces cocoa-free chocolate alternatives from cereals and legumes via proprietary fermentation, sold B2B in bulk wholesale to bakeries, restaurants, foodservice operators, and CPG companies, with planned UK retail and DTC expansion.
- Ownership category
- akta.pro rank
Win-Win industry classification
Industry- Product category
- Sustainable confectionery and cocoa-free chocolate alternatives
- NAICS
- Chocolate and Confectionery Manufacturing (31135)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)
- akta.pro secondary industry
- Chocolate & Candy Snacks Manufacturing (AFAKAIAM)
Keywords
Where Win-Win is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Win-Win business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Technology or R&D, Supply Chain, Marketing or Sales
Revenue model
- B2B Wholesale: Wholesale bulk sales of cocoa-free chocolate to bakeries, restaurants, foodservice operators, confectionery groups, and CPG/FMCG companies. Products available as easy-melt buttons in 1.5kg pouches, 10kg packs, and pallets. Works across all applications as 1-for-1 replacement for conventional chocolate.
- Direct-to-Consumer: Online direct sales of consumer products including choc thins and Waim! bars. Initial limited releases sold out in one day. New consumer product range planned for 2036 UK launch.
- Private Label/Partnership Products: Supply of cocoa-free chocolate as ingredient for partners' branded products including DLISH luxury gift boxes and exclusive collaborations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer direct-to-consumer pricing (historical) |
| Unit Pricing | Pay-as-you-go | B2B wholesale pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Win-Win product offering
Product offeringCore offering
Win-Win manufactures and sells cocoa-free chocolate alternatives using a proprietary fermentation process applied to cereals (barley, oats) and legumes (carob, tiger nuts). Its core product range covers Dark, Milk, Vegan M•lk, and White chocolate variants supplied in bulk wholesale formats (1.5kg pouches, 10kg packs, pallets) to B2B customers as a 1-for-1 drop-in replacement for conventional chocolate in baking, confectionery, and foodservice applications.
Product overview
Win-Win is a B2B-focused cocoa-free chocolate alternative producer offering a portfolio of four core chocolate products: Dark Choc, Milk Choc, Vegan M•lk Choc, and White Choc Alternatives. These are available in various formats (temper/non-temper, bake-stable chips) for wholesale to bakeries, restaurants, foodservice, confectionery groups, and CPG/FMCG companies. Specialty products include the Waim! Bar and The Wegg Easter egg. All products are made using a proprietary fermentation process on cereals and legumes, providing a 1-for-1 replacement for conventional chocolate with 80% fewer CO2 emissions.
Differentiator
Problem solved
Functional benefit
Brands
- Waim!: A cocoa-free candy bar, Win-Win's take on the classic Daim bar, featuring a nutty, crunchy filling with vegan toffee dipped in cocoa-free chocolate.
Products and services
- Dark Choc Alternative Cocoa-free dark chocolate alternative made from fermented cereals and legumes, available in temper and non-temper formulations for coatings, glazes, and fillings in B2B baking and confectionery applications.
- Milk Choc Alternative Cocoa-free milk chocolate alternative made with carob, sunflower protein, and fermented rice preparation, available in temper and bake-stable chips with caramel and cream tasting notes for bakeries and foodservice customers.
- Vegan M•lk Choc Alternative Plant-based milk chocolate alternative using oats and tiger nuts, dairy-free and caffeine-free, with a broad working temperature range (35°C to 45°C) for coatings, glazes, and fillings in vegan and dairy-free applications.
- White Choc Alternative Cocoa-free white chocolate alternative made with RSPO Certified Sustainable Palm oil, shea, whole milk powder, and natural vanilla flavoring, with smooth and creamy texture and vanilla, honey, and floral tasting notes; kosher and halal suitable.
- Waim! Bar Branded cocoa-free candy bar inspired by the classic Daim bar; nutty, crunchy bar filled with vegan toffee and dipped in Win-Win's cocoa-free chocolate for direct-to-consumer sale.
- The Wegg (Cocoa-Free Easter Egg) World's first cocoa-free chocolate Easter egg, approximately 100 grams, featuring nutty, malty notes with a smooth dulce de leche finish and surprise filling, demonstrating the company's specialty seasonal product capability.
Quantifiable outcome
- 80% fewer CO2 emissions compared to conventional chocolate production
- +3 more outcomes
Companies that use Win-Win
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Win-Win technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Win-Win partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- KeylinkcoreExclusive UK distribution partnership with Keylink, a leading supplier of chocolate products and ingredients to food professionals. Keylink became the first and only cocoa-free chocolate alternative in its portfolio, stocking Win-Win's Milk, Dark, and White products in bulk formats for professional users. Partnership addresses long-term challenges facing the global chocolate industry including climate volatility, crop disease, and supply shortages impacting cocoa yields.
- Mondelēz InternationalcoreSuccessfully completed CoLab Tech accelerator program, led by Mondelez International's innovation and venture hub SnackFutures. 12-week curriculum offering mentorship and access to global network. WNWN was one of nine international startups chosen and the only company selected creating an alternative to conventional chocolate. Presented cocoa-free chocolate at Mondelez North American headquarters.
- Martin Braun-GruppecorePartnership with Martin Braun-Gruppe, part of Geschwister Oetker Beteiligungen KG and producer of B2B bakery products headquartered in Hanover. Showcased first samples of joint product development at IBA 2023. Martin Braun-Gruppe has 2,500+ employees at 22 locations serving customers in 70+ countries worldwide.
- Carousel/SEM LisbonminorLondon pop-up collaboration with SEM restaurant founders featuring Win-Win cocoa-free chocolate in 'Not-Chocolate Marquise' dessert.
- Fortnum & MasonminorCollaboration for Harvest Week featuring demonstrations, masterclasses, talks, and dinners with sustainability focus. Win-Win featured as part of examining the future of chocolate.
- EIT Food / Häagen-Dazs (General Mills)coreWon Best Demo in Häagen-Dazs Start-Up Innovation Challenge by EIT Food, world's largest food innovation community. Selected from 160+ companies to present technologies and ingredients for iconic ice cream brand.
- LyanessminorWorld's Best Bar featured Win-Win cocoa-free chocolate in new cocktail menu - Comma Chameleon featuring whisky and sake liqueur with grated cocoa-free chocolate.
- DLISHminorMilan-based luxury gift service featuring Win-Win's cocoa-free gianduja chocolate for holiday gift boxes combined with artisanal Cognac or Nc'nean Organic Whisky.
Scale indicators4 records
Recent moves8 records
Expansion highlights7 records
Win-Win competitors and assessment
Company assessmentDirect peers
- Planet A Foods: Munich-based cocoa-free chocolate maker using precision fermentation and upcycled ingredients. Directly competes with Win-Win in the cocoa-free chocolate category for B2B bakery and confectionery customers, and was a co-recipient of the Fi Innovation Award alongside Win-Win.
- Voyage Foods: US-based food-tech company making cocoa-free chocolate alternatives using upcycled plant materials, plus nut-free and honey alternatives. Directly competes with Win-Win on cocoa-free chocolate formulations for CPG and bakery customers.
- Nukoko: UK-based cocoa-free chocolate startup using fava bean protein to replicate chocolate functionality. Closest geographically to Win-Win, directly competing in the cocoa-free chocolate alternative category with the same UK bakery/confectionery customer base.
Broad incumbents
- Barry Callebaut: World's largest B2B chocolate and cocoa manufacturer, supplying industrial bakeries, confectioners, and CPG companies globally. Win-Win's most important reference customer profile (large industrial chocolate users), and a potential acquirer/partner as the cocoa-free category grows.
- Puratos: Belgian global supplier of bakery, patisserie, and chocolate ingredients to professional bakers and CPG manufacturers. A direct analog to Martin Braun-Gruppe (Win-Win's distribution partner), making it a comparable incumbent channel and a logical B2B distribution target for cocoa-free ingredients.
- Cargill: Major global agricultural commodity processor and cocoa supplier, increasingly active in alternative proteins and sustainable ingredients. Comparable as a large-scale ingredient supplier evaluating cocoa-free alternatives to its traditional cocoa business.
- Mondelēz International: Global snacking giant (Cadbury, Milka, Toblerone) that ran the CoLab Tech accelerator where Win-Win participated. Comparable as a potential strategic acquirer/customer as Mondelēz diversifies its chocolate supply away from conventional cocoa.
Emerging players
- NotCo: Chilean/US food-tech company using AI-driven ingredient formulation to make plant-based dairy and meat alternatives (NotMilk, NotBurger). Comparable as a category-creating alternative-food company targeting CPG and foodservice customers with novel plant-based formulations.
- Perfect Day: US food-tech company using precision fermentation to produce animal-free dairy proteins for B2B ingredient customers. Comparable as a fermentation-based food-tech company selling novel ingredients to CPG/FMCG customers, with similar B2B commercialization challenges.
Others
- Carob Way: Australian ingredient company producing carob-based cocoa alternatives from Australian-grown carob. Comparable as an adjacent cocoa-free ingredient supplier using a different raw material (carob, which is also one of Win-Win's hero ingredients), and a potential collaborator or competitor for carob-based chocolate alternatives.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Win-Win social profiles
Digital presenceWin-Win compliance and trust
Trust signalCompliance3 records
Win-Win financial estimates
Financial estimateRevenue estimate
Valuation estimate
Win-Win leadership team
Management profileNumber of profiles
Profiles9 records
Win-Win funding detail
Funding detailFunding overview
Funding rounds2 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Win-Win M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Win-Win
What does Win-Win do?
Win-Win manufactures and sells cocoa-free chocolate alternatives using a proprietary fermentation process applied to cereals (barley, oats) and legumes (carob, tiger nuts). Its core product range covers Dark, Milk, Vegan M•lk, and White chocolate variants supplied in bulk wholesale formats (1.5kg pouches, 10kg packs, pallets) to B2B customers as a 1-for-1 drop-in replacement for conventional chocolate in baking, confectionery, and foodservice applications.
Is Win-Win a public or private company?
Win-Win is a private company. It is classified as venture growth investor backed and is currently operating.
When was Win-Win founded?
Win-Win was founded in 2021. It employs 11 to 50 people.
Where is Win-Win based?
Win-Win is headquartered in London, United Kingdom, in the Europe region.
How does Win-Win make money?
Three revenue lines are on record. B2B Wholesale is the primary driver. The others are direct-to-Consumer and private Label/Partnership Products.
Who are Win-Win's main competitors?
Direct peers on record are Planet A Foods, Voyage Foods and Nukoko. Broad incumbents are Barry Callebaut, Puratos, Cargill and Mondelēz International. Emerging players are NotCo and Perfect Day. Carob Way is listed as an others.
Does Win-Win have an API?
No public API is recorded for Win-Win.
What industry is Win-Win in?
Win-Win's product category is Sustainable confectionery and cocoa-free chocolate alternatives. Its primary akta.pro industry code is AFAKAAAD, Confectionery Manufacturing (Chocolate, Candy, Gum), with a secondary code of AFAKAIAM, Chocolate & Candy Snacks Manufacturing. Its NAICS code is 31135 and its SIC code is 2060.