After a co-worker suggested we try to make it ourselves, we went into the kitchen and started experimenting for fun. It didn’t quite work out. It seemed the challenge was bigger than we had anticipated. What did work out extremely well was us falling in love (we did eat a whole lot of chocolate, so it was probably inevitable).

For the next two years, we literally tried everything. Nothing seemed to come close to that savory taste that milk chocolate had. But in the spring of 2015, after much trial and error – we had a formula in hand that was perfect.

Following a successful crowdfunding campaign that exploded way beyond what we had expected, with over 2500 people pledging to support the new brand, we realized this was going to be big. We opened our very own vegan chocolate factory in Jerusalem, and started selling our chocolate in 500 retail locations in Israel, our home country.

To this day, more than half a million bars have been sold worldwide, allowing tens of thousands of people to enjoy the true taste of milk chocolate, while saving the lives of animals. We are still very much in love.