What JOKOLADE does

JOKOLADE GmbH is a German Fairtrade chocolate company founded in 2021 by TV presenter Joko Winterscheidt, headquartered in Düsseldorf and operating in the DACH region. The company produces and sells a portfolio of chocolate bars (including the No 1 white-hazelnut-coffee biscuit and No 5 milk-pretzel-caramel-sea salt varieties), filled PRALLINE pralines (salted caramel and hazelnut nougat), filled wafer cones (Eiswaffel-Spitzen), vegan Riegel bars, and chocolate-covered peanut dragees. Its commercial model combines direct-to-consumer e-commerce on Shopify (jokolade.de), a B2B corporate gifting portal (business.jokolade.de, minimum order €500), and shelf presence across German retailers REWE, ROSSMANN, Müller and selected EDEKA stores, Austrian chain Billa Plus, and quick-commerce platform Flink. Consumer pricing ranges from €1.74 per 40 g vegan bar to €3.99 per 140 g bar (€2.85/100 g) and €3.59 per 80 g praline box.

The company's supply chain and product architecture rests on Tony's Open Chain membership, providing 100% traceable cocoa from cooperatives in Côte d'Ivoire and Ghana via the Bean-to-Brand and Bean-to-Machine models, with Fairtrade certification and Living Income Reference Price payments. Barry Callebaut produces the chocolate mass at its Belgian facility. For vegan SKUs (Riegel bars and Eiswaffel-Spitzen), JOKOLADE licenses ChoViva — a cocoa-free chocolate alternative made from sunflower seeds using fermentation-inspired processing, delivering approximately 80% lower CO2 emissions than traditional chocolate (1.3 kg CO2e/kg vs 9.6 kg CO2e/kg). Certifications include the Black Fairtrade seal, V-Label vegan mark, RSPO-certified palm oil, and UN Global Compact signatory status. The company maintains a Nachhaltigkeitsskala transparency rating system and publishes annual sustainability reports.

JOKOLADE has been 50% owned by the German confectionery group Katjes since August 2023, and in late 2024 relocated its office from Munich to Düsseldorf to integrate with Katjes Group premises. The team remains small (1–10 employees) and revenue is not publicly disclosed. Distribution is concentrated in Germany and Austria, with the website explicitly excluding shipping to other markets.

Name

JOKOLADE

Legal name

JOKOLADE GmbH

Website

https://jokolade.de

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

JOKOLADE GmbH is a German Fairtrade chocolate company producing traceable cocoa bars, pralines, and vegan cocoa-free products for conscious consumers and corporate clients in Germany and Austria via D2C e-commerce, retail chains (REWE, ROSSMANN, Billa Plus), and B2B gifting. Founded 2021, 50% owned by Katjes since 2023.

Ownership category

akta.pro rank

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through jokolade.de consumer shop with product catalog including chocolate bars, pralines, ice cream cone tips, and vegan bars. Orders shipped within Germany (€4.90 shipping) and Austria (€8.50 shipping).
2. B2B Corporate Sales: Wholesale platform business.jokolade.de for corporate customers with minimum order value of €500. Offers bulk packaging (12-packs, 5-packs) for employee gifts, customer gifts, and corporate partners.
3. Retail Distribution: Products sold through major German retailers (REWE, ROSSMANN, Müller, selected EDEKA) and Austrian chain Billa Plus, as well as quick commerce platform Flink.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

JOKOLADE manufactures and sells a portfolio of Fairtrade chocolate products — including filled pralines (PRALLINE), chocolate bars (No 1, No 5), vegan bars, and filled wafer cones (Eiswaffel-Spitzen) — through a direct-to-consumer e-commerce shop (jokolade.de), a dedicated B2B wholesale portal (business.jokolade.de), and major DACH retailers. Cocoa is sourced 100% traceable through Tony's Open Chain, and vegan lines use ChoViva cocoa-free chocolate alternative made from sunflower seeds.

Product overview

JOKOLADE is a German Fairtrade chocolate company founded by TV presenter Joko Winterscheidt, producing a portfolio of chocolate products including pralines, chocolate bars, vegan bars, and filled wafer cones. The core product line consists of JOKOLADE PRALLINE (filled pralines with caramel or hazelnut nougat), JOKOLADE chocolate bars in multiple varieties (white chocolate with hazelnuts and coffee biscuits; milk chocolate with pretzel, caramel, and sea salt), and innovative vegan options using ChoViva (cocoa-free chocolate alternative from sunflower seeds). Products are sold through dual e-commerce channels: a B2C online shop (jokolade.de) and a dedicated B2B portal (business.jokolade.de) for corporate customers. The company sources Fairtrade-certified cocoa from Ghana and Côte d'Ivoire through Tony's Open Chain, and distributes through major German retailers (REWE, ROSSMANN, Müller, EDEKA) and Austrian chains (Billa). JOKOLADE is a partner of Tony's Open Chain initiative and is partially owned (50%) by Katjes since August 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• JOKOLADE PRALLINE with salted caramel cream Filled dark chocolate praline with salted caramel cream filling, featuring a crunchy chocolate shell and flowing caramel center; sold to consumers via the online shop and to corporate customers in bulk 5-packs and 12-packs.
• JOKOLADE PRALLINE with creamy hazelnut nougat filling and Crisps Filled dark chocolate praline with creamy hazelnut nougat filling and crispy crisps, combining smooth hazelnut cream with crunchy texture; sold to consumers via the online shop and to corporate customers in bulk 5-packs and 12-packs.
• JOKOLADE No 1 (White chocolate with hazelnuts and coffee biscuits) White chocolate bar (140g) with caramelized hazelnut kernels, coffee biscuit pieces, and meringue; Fairtrade-certified cocoa, sugar, and vanilla.
• JOKOLADE No 5 (Milk chocolate with pretzel pieces, caramel, and sea salt) Milk chocolate bar (140g) with pretzel pieces, caramel, and sea salt; a signature flavor combination featuring Fairtrade-certified ingredients.
• JOKOLADE Riegel Vegan (cocoa-free bar with caramelized hazelnuts) Vegan chocolate-style bar (40g) with caramelized hazelnuts made using ChoViva, a cocoa-free chocolate alternative made from sunflower seeds; V-Label certified and produced in Europe with regional raw materials for reduced CO2 footprint.
• JOKOLADE Gefüllte Eiswaffel-Spitzen mit Haselnuss Vegan filled wafer cones (100g) with hazelnut filling, made with ChoViva cocoa-free chocolate alternative; V-Label certified.
• JOKOLADE Gefüllte Eiswaffel-Spitzen (Plain) Vegan filled wafer cones (100g) without additional flavoring, made with ChoViva cocoa-free chocolate alternative; V-Label certified.
• JOKOLADE B2B Online Shop (business.jokolade.de) Business-to-business e-commerce platform for corporate customers to purchase JOKOLADE products at partner rates with bulk ordering (12-packs, 5-packs) and a minimum order value of €500; targets corporate gifting, employee gifts, and client appreciation use cases.
• JOKOLADE Consumer Online Shop (jokolade.de) Direct-to-consumer e-commerce platform offering the full JOKOLADE product range with home delivery within Germany and Austria and a newsletter subscription ('Newslecker') with 5% welcome discount.

Quantifiable outcome

• Child labor rate reduced to 3.9% at Tony's Open Chain partner cooperatives vs. ~50% industry average
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Tony's Chocolonely / Tony's Open ChaincoreStrategic or Co-development PartnerJOKOLADE is a Mission Ally of Tony's Open Chain, an initiative by Tony's Chocolonely to eradicate slavery and child labor from the cocoa industry. The partnership provides 100% traceable cocoa beans from Ghana and Côte d'Ivoire through the '5 Sourcing Principles' and CLMRS monitoring system.
• Barry CallebautcoreTechnology or IntegrationBarry Callebaut, the world's largest chocolate manufacturer, produces JOKOLADE's liquid chocolate mass from Tony's Open Chain cocoa beans at their Belgian facility. The partnership leverages Barry Callebaut's 'Forever Chocolate' sustainability program targeting child labor elimination by 2025.
• ChoVivacoreTechnology or IntegrationChoViva provides the cocoa-free chocolate alternative used in JOKOLADE's vegan products. Made from sunflower seeds using fermentation-inspired processing, ChoViva products have approximately 80% lower CO2 emissions than traditional chocolate.
• FairtradecoreStrategic or Co-development PartnerAll JOKOLADE products containing cocoa carry Fairtrade certification. Black Fairtrade product seal indicates all ingredients (cocoa, sugar, vanilla) are Fairtrade-certified. Living Income Reference Price (LIRP) payments exceed Fairtrade minimum prices to ensure farmer livelihood.
• Viva con AguaminorOthersCharity partnership through One WASH program in Uganda. For each charity chocolate bar sold, €1 was donated to provide clean drinking water access. Total of €25,920 raised enabling water access for ~5,100 people.
• atmosfairminorOthersCO2e compensation project partner enabling construction of 50 solar kiosks in Ghanaese villages, providing electricity access to communities without grid connection.
• yeswecan!cerminorOthersPartnership with Germany's largest cancer awareness movement. Exclusive Jubilee chocolate bar created for YES!CON 5.0 convention featuring QR code linking to YES!APP digital support platform for cancer patients.
• Kältebus München e.V.minorOthersCharity donation recipient during Black Week 2023 campaign. €0.50 per product sold donated to support homeless people in Munich.
• REWE, ROSSMANN, Müller, EDEKA, Billa Plus, FlinkcoreChannel Partner/ Reseller/ DistributorRetail distribution partners in Germany and Austria. REWE, ROSSMANN, and Müller carry broad JOKOLADE range; selected EDEKA stores carry Eiswaffel-Spitzen; Billa Plus serves Austrian market; Flink provides quick commerce delivery.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Vivani: German organic and Fairtrade chocolate brand with overlapping product formats (bars, pralines) and a strong DACH retail footprint. Competes with JOKOLADE on ethical positioning and premium bar/praline shelves.
• GEPA: German Fairtrade chocolate pioneer offering bars and confections across the same mainstream German retailers (REWE, ROSSMANN, Müller). Directly comparable on Fairtrade sourcing narrative and SKU mix.
• Hachez: German premium chocolate and praline maker with similar bean-to-bar ethics positioning and a presence in DACH specialty retail. Comparable on premium gifting SKUs.
• Tony's Chocolonely: The leading mission-driven chocolate brand in Europe and the anchor of the Tony's Open Chain initiative that JOKOLADE participates in. Both sell Fairtrace/Fairtrade chocolate with verified cocoa traceability as the core differentiator.

Emerging players

• iChoc: Plant-based and vegan chocolate brand with comparable vegan-bar positioning. Smaller than JOKOLADE but addresses the same conscious-consumer and vegan segments with overlapping retail distribution.
• ChoViva (Planet A Foods): The cocoa-free chocolate alternative supplier powering JOKOLADE's vegan line. Compares as an upstream technology partner and as an emerging player in the same low-carbon vegan confectionery category.

Broad incumbents

• Merci: Storck-owned premium chocolate praline brand dominant in DACH gifting aisles. Direct competitor on the praline and corporate-gifting shelf positions where JOKOLADE's PRALLINE range sits.
• Ritter Sport: Major German family-owned chocolate manufacturer with deep DACH retail penetration across the same chains JOKOLADE sells into. Competes on premium bar shelf space with much broader scale and resources.
• Lindt: Global premium chocolate incumbent with praline, bar and gift-box formats in the same German retailers. Sets the premium price ceiling and competes for gifting occasions.

Others

• Katjes: 50% parent and strategic partner; a German confectionery group with broad sugar confectionery portfolio. Provides distribution and capital leverage to JOKOLADE while operating adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/jokolade
• LinkedInlinkedin.com/company/jokolade
• Instagraminstagram.com/jokolade

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JOKOLADE