Natural peanut butter brand Pip & Nut will now source the cocoa used for its confectionery nut butter cups through Tony’s Open Chain – an industry-led sourcing initiative started by chocolate brand Tony’s Chocolonely that supports companies in transforming cocoa supply chains.

The move makes Pip & Nut the first UK snack brand, and fourth UK brand as a whole, to become a ‘Mission Ally’ as it joins the likes of Waitrose, Aldi, Huel and Ben & Jerry’s in committing to five sourcing principles.

These include rigorous sourcing standards, robust traceability, paying the Living Income Reference Price for cocoa, and building long term partnerships with partner cooperatives to support farmers and develop cocoa communities.

This initiative, which now includes 16 Mission Allies, allows brands to compete on chocolate but collaborate on cocoa as part of an aim to set a new, ethical norm in cocoa and end all forms of exploitation in the industry.

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The move comes as Pip & Nut looks to strengthen its existing commitments to ethical and sustainable sourcing, which has already seen the business ban palm oil from its products since day one, source 100% of its almonds from the Californian Almond Stewardship Programme ,which drives sustainable farming practices, and commit to working with FSA accredited peanut suppliers.

Pip & Nut CEO and founder Pippa Murray said: “As a B-Corp we have an important role to play in championing ethical and sustainable sourcing across our supply chain. Joining Tony’s Open Chain is a natural next step, and why we’re so proud to be the first UK snacking brand to become a Mission Ally.

“Our hope is that by joining the Open Chain, we can build long-term partnerships with our cocoa suppliers and work collectively to create a fairer, more ethical, sector”.

Tony’s Open Chain UK and Ireland sales manager Kitty Pandya added: “Pip & Nut is a brand which has always and continues to truly advocate ethical and sustainable sourcing, and we welcome their commitment to the Tony’s Open Chain movement – to end exploitation in cocoa, together.

“This innovative and fast-growing brand joins a group of committed brands and retailers that see a better way of sourcing cocoa. Together, we can amplify our impact and drive meaningful change, working on a brighter future for cocoa farmers and their communities.”

In April, Waitrose partnered with Tony’s Open Chain to launch nine own-brand chocolate bars.