On June 4, Dr. Bronner’s (Vista, CA) transferred ownership of its Magic All-One Chocolate line to Magic Chocolate Inc. Effective May 2025, the chocolate will now be known as “Magic Chocolate” and Dr. Bronner’s company name will no longer appear on the packaging.
Founded by Swiss chocolatier Maestrani Schokoladen and Theo Chocolate Co-founder Joe Whinney, Magic Chocolate Inc. will advance the mission of Magic Chocolate under a new brand while taking over all business and distribution operations.
Since launching Magic Chocolate in 2021, Dr. Bronner’s has converted more than 5,000 acres of conventional cocoa fields in Ghana and Côte d’Ivoire (Ivory Coast) to be Regenerative Organic Certified, supporting an estimated 954 farmers who have improved soil fertility and increased crop yield, the company said.
“Over the last four years, we learned that as a company whose primary business and brand position is soapmaking, we can’t scale our chocolate line fast enough. We’ve made a lot of positive impact and are immensely proud of our success to-date. Now, the product line will benefit most from having chocolate experts at the helm. While we didn’t originally imagine ourselves as incubators versus long-term stewards, transferring ownership to Magic Chocolate Inc. is the best way to grow and scale the initiative in the long term,” said David Bronner, cosmic engagement officer (CEO) of Dr. Bronner’s.
Dr. Bronner’s said it believes Magic Chocolate Inc. is best positioned to increase demand for the chocolate line and drive more important. The new owners will advance the line through new product innovations and increase market investment while growing the supply and demand for Regenerative Organic Certified ingredients, the company said.
“It’s an honor to be part of the team leading Magic Chocolate Inc.,” Whinney said. “Dr. Bronner’s visionary Regenerative Organic Certified chocolate sourcing has raised the bar for the entire chocolate industry, and we are excited to continue setting a new standard of excellence. We are committed to growing this chocolate line through investment, innovation, and a lot of hard work—all while modeling the highest standard of ethical business practices in sourcing and production.”
For more information, visit www.magicchocolate.com or www.drbronner.com.
