Fuming parents say their kids have been 'left in tears' after a chocolate was missing from their Christmas advent calendar in a bid to 'raise awareness'.
The Tony's Chocolonely Countdown Calendar deliberately left one of its windows empty in an apparent effort to highlight inequality.
Excited kids opening their December 8 window were left disappointed when they discovered there was no chocolate treat there thanks to a stunt by the company.
The company say the £12.99 advent calendar was missing a chocolate "to increase issue awareness" about the evils of the chocolate industry.
Tony's Chocolonely says unfair chocolate supply chains result in slavery.
A statement on their website reads: "Things aren't being shared evenly in the chocolate supply chain.
"As a result, farmers are forced to live in poverty. And that leads to illegal child labour and modern slavery."
However, the stunt left parents furious with some saying their kids were 'in floods of tears' and blasted the company saying they don't "need to be taught a lesson by my advent calendar".
One mum said political statements should be left for adult, not children, adding: "Tears before school is not ideal".
Another mum said: "My eight-year-old daughter was in floods of tears at the disappointment.
"She has ADHD and is awaiting a possible autism diagnosis, so what seems like small upsets to others are a big deal to her."
Another furious parent blasted on Facebook : "I get the reason, but I think wrong not to pre-warn."
Following the backlash, the company finally admitted the stunt was "inappropriate and caused confusion and disappointment".
The company said: "Unfortunately, we failed to consider the difficulties empty windows can cause for neurodivergent children and adults.
"We have more to learn in considering how we can make our products as inclusive as possible.
"At Tony's we use our products to tell the story of an industry unequally divided and choc-full of inequality."
When Tony's flaqgged the stunt in a Facebook post on December 8, they said: "Noticed something different in your calendar today?
"Yep, it's empty.. And why? 'Cos at Tony’s we use our products to tell the story of the choco industry – an industry unequally divided and choc-full of inequality.
"In Ghana and the Ivory Coast, at least 1.56 million children work under illegal conditions because the price being paid for cocoa is too low.
"Worst still, at least 30,000 adults & children are forced to work. We don’t think that’s okay.
"We hope this creates a great conversation starter for change."
Despite the fury from some parents, others thought it was a great idea.
One said: "Totally got it straight away, I think it’s a perfect session for anyone.
"Great way to teach a child about fairness and equality - no giving in and opening another door in this house - the point would be lost and you learn nothing."
A spokesperson for the company told The Times: "Our intention was to increase issue awareness because only when people are aware that there is a bitter side to the chocolate industry, can they choose more consciously and demand change from the big chocolate companies perpetuating the problem.
"We've had several hundred calls, emails and social media messages over the past few days.
"The reaction overall has been a positive one."
Don't miss the latest news from around Scotland and beyond - Sign up to our daily newsletter here.
.jpg?w=600)
