In a move that signals both maturity and momentum in the better-for-you food space, Dr. Bronner’s has officially handed over its beloved chocolate line to a new steward: Magic Chocolate Inc., a company built to scale the vision of regenerative, ethical sweets for the modern consumer.

Dr. Bronner’s, best known for its iconic natural soaps, launched the Magic All-One Chocolate line in 2021 as an “activist initiative”—a proof of concept that chocolate could be delicious, ethical, and ecological all at once. But now, the company says, it’s time for chocolate experts to take the reins.

“Our goal was to demonstrate that delicious chocolate can be produced ethically and ecologically by sourcing from farmers using regenerative organic practices,” said David Bronner, CEO (Cosmic Engagement Officer) of Dr. Bronner’s. “To truly scale demand for our regenerative organic cocoa farmers, our chocolate line needed a steward that’s fully dedicated to the chocolate business.”

From Soapbox to Store Shelf: A Chocolate Movement Evolves

The transfer of ownership to Magic Chocolate Inc. reflects a broader evolution in the food industry, where values-driven brands are expanding from niche to mainstream. Today’s consumers don’t just want clean ingredients and transparent sourcing—they’re seeking full alignment with environmental, social, and health-conscious values.

Magic Chocolate Inc. is led by a dream team: Swiss chocolatier Maestrani Schokoladen, known for launching the first organic chocolate in the 1980s, and Joe Whinney, former CEO and co-founder of Theo Chocolate, a pioneer in organic and fair-trade chocolate in the U.S. Their combined expertise positions them to lead Magic Chocolate into its next chapter with innovation, integrity, and impact.

“Dr. Bronner’s visionary Regenerative Organic Certified chocolate sourcing has raised the bar for the entire chocolate industry,” said Joe Whinney. “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.”

Regenerative Roots and Ethical Excellence

Magic Chocolate’s sourcing remains unchanged—and that’s a good thing. Its supply chain is rooted in regenerative organic agriculture, working with women-led cooperatives in Ivory Coast and Indonesia to source cocoa and coconut sugar. In January 2024, the company’s Salted Dark Chocolate became the first ever chocolate to achieve Regenerative Organic Certification.

The shift from Dr. Bronner’s Magic All-One Chocolate to Magic Chocolate comes with new branding but the same mission: to prove that better-for-you can also mean better-tasting and better for the planet.

A Blueprint for Food System Innovation

This story is more than a chocolate handoff—it’s a case study in how mission-aligned innovation can spark industry-wide change. It reflects a growing maturity in the better-for-you category, where purpose-driven incubation efforts are being scaled by experts who know how to grow brands, not just launch them.

As the packaged food landscape evolves, more legacy and lifestyle brands may look to this model—validating a product’s ethos, then empowering a focused, expert team to take it to new heights. And if it tastes like Magic Chocolate, the future looks delicious indeed.

To learn more or get involved, visit magicchocolate.com.