A new non-‘woke’ chocolate company sold more than 500,000 candy bars within a week after it had launched.
A new candy bar brand, Jeremy’s Chocolate, was announced on Mar. 3 by Jeremy Boreing, co-CEO of The Daily Wire, as an alternative to Hershey’s chocolate, after the candy giant promoted woke ideology in its commercial advertising in Canada.
Hershey’s Canada began March with a marketing campaign ahead of International Women’s Day on Mar. 8, in honor of Women’s History Month, by debuting a biologically transgender man, Fae Johnstone, as the spokesperson for its commemorative “SHE” candy bar.
The Pennsylvania-based chocolatier’s “Her She” social media campaign showed Johnstone praise how “she” and other women were “changing how we see the future.”
Hershey’s Canada highlighted five Canadian “women,” including Johnstone, who is labeled as a 2SLGBTQUIA+ advocate; Autumn Peltier, an Indigenous rights and water activist; Rita Audi, a gender and education equality activist; Naila Moloo, a climate tech researcher; and Kélicia Massala, the founder of Girl Up Québec.
“Celebrating young women is an important way to show women and girls can change the world, that we are already creating change around the world,” Johnstone wrote in a tweet.
Hershey’s ad campaign immediately prompted a backlash among non-woke chocolate lovers.
In response to Hershey’s pro-transgender stance, Boreing promised to immediately produce a candy bar line that would oppose the far-left’s views on gender, reported The Daily Wire.
Boreing had previously launched Jeremy’s Razors in March 2022 after Harry’s Razors promised to stop buying ad space on The Daily Wire, in response to conservative news website’s traditional views on gender.
“Fine, I’ll do it,” Boreing stated in a tweet. “Introducing Jeremy’s Chocolate. Yes, it’s real. We have two kinds: HeHim and SheHer. One of them has nuts. If you need me to tell you which one, keep buying Hershey’s. But if you know what a woman is and love chocolate, go to ihatehersheys.com,” said Boreing in a tweet on Mar. 3.
He then released a 49-second commercial twitter ad introducing Jeremy’s Chocolate, which encouraged regular Americans to stop supporting woke chocolate companies that hate their customers.
“Our friends over at Hershey’s don’t even know what a woman is. They’ve hired a biological male to be the spokesperson for their women’s day campaign,” Boreing said in the video, calling his competitor’s stance “humiliating.”
“Thanks to Jeremy’s Chocolate, you can stop eating chocolate that hates you. Harry’s Razors hates you; Disney hates you; and now Hershey’s hates you. As long as corporations and institutions across America continue to alienate half the country, The Daily Wire will continue building alternatives. Stop giving your money to woke chocolate companies that hate you,” he said.
By the evening of the day of the launch, Jeremy’s Chocolate had sold 100,000 bars, which later rose to more than 300,000 by the end of the weekend. The company has sold over 23 tons of chocolate, or half a million bars in total.
“@realDailyWire is breaking the cycle of lose, b****, and boycott and is instead creating actual alternatives. Thank you for building the future with us,” Boreing wrote in a tweet his followers.
In response, Johnstone wrote in a tweet, “\u201cTrans women are women. We face systemic discrimination on the basis of both misogyny and transphobia—from harassment to hate, poverty and homelessness and more.\n\u00a0\nI am thankful to Hersheys Canada for including me in their campaign.\u201d.”
This battle over chocolate is the latest conflict pitting Americans who oppose increasingly woke corporations’ appeal to progressive consumers at the expense of those who argue that companies should avoid pushing politics with their products.
#BoycottHersheys was spreading on Twitter by the end of last week.
Vivek Ramaswamy, the entrepreneur who recently declared his 2024 candidacy for president, told Newsweek last summer that “the role of a depoliticized private sector is to bring us together, whether we are black or white, red or blue. A divided body politic is dangerous, and this problem is caused in part by asset managers who demand that CEOs engage in a political agenda.”
“Our entire enterprise at The Daily Wire is about building alternatives to all the institutions dominated by the woke Left— kids’ entertainment, razors, now chocolates,” Boreing told “Fox & Friends” on Mar. 8.
“We believe that corporate America is supposed to serve America. We’ve got a situation now in the country where the incentives for corporations have been misaligned. They live in a kind of fear of the woke Left and, as a result, they take for granted the rest of us will just keep giving our money to them because we don’t have another choice.”
“We want to give people those choices,” he added. “That’s what it’s really all about,” Boreing explained.