Hey Tiger is an Australian premium chocolate brand and social enterprise founded in 2017 by Cyan Ta’eed. The company was established to combine high-quality, creatively flavored chocolate with a mission to improve conditions in the global cocoa industry. Based in Melbourne, Australia, Hey Tiger became known for its colorful packaging, unconventional flavor combinations, and commitment to ethical sourcing and social impact [1].

Hey Tiger was established after founder Cyan Ta’eed, who had previously co-founded the Australian technology company Envato, decided to pursue a business with a stronger social purpose. During recovery from a serious eye injury in 2016, she developed the idea of creating a chocolate company that could address inequality in cocoa-growing communities while offering a premium consumer product. The company officially launched in March 2018.

Hey Tiger’s mission is to make the chocolate industry more equitable by:
* Sourcing cocoa responsibly and ethically.
* Supporting cocoa-growing communities in West Africa.
* Combining premium chocolate with measurable social impact.
* Encouraging consumers to contribute to positive change through everyday purchases [1].

The company has donated a portion of every chocolate bar sold to The Hunger Project, funding community development and women’s empowerment initiatives in Ghana and other cocoa-producing regions [1].

Hey Tiger specializes in premium chocolate bars featuring distinctive flavors, including:
* Peanut Butter & Pretzel
* Espresso Martini
* Rosé & Strawberry
* Birthday Cake
* Piña Colada
* Butterfly Pea, Coconut & Lemon
* Vegan chocolate varieties

The brand is recognized for combining high-quality ingredients with playful flavor experimentation and striking packaging designed by Australian artists and illustrators [2].

Hey Tiger differentiates itself through:
* Bold, colorful graphic packaging.
* Contemporary, artistic branding.
* A playful and humorous tone of voice.
* Premium positioning aimed at younger adult consumers.
* Strong emphasis on ethical consumption and transparency.

Its visual identity has often been highlighted as a key factor in helping the brand stand out within Australia’s premium chocolate market.

Unlike many conventional confectionery brands, Hey Tiger integrates social impact into its business model. Its initiatives have included:
* Donations from chocolate sales to community development projects.
* Support for women’s entrepreneurship programs.
* Advocacy for fairer outcomes in cocoa farming.
* Raising consumer awareness about challenges faced by cocoa producers [1].

Hey Tiger received attention in Australia for:
* Innovative packaging design.
* Ethical business practices.
* Premium handcrafted chocolate.
* Social enterprise business model.
* Creative marketing and branding.

The brand has been featured by publications including SBS Food, Frankie Magazine, and Inside Retail Australia for its combination of design, flavor innovation, and social mission.

Hey Tiger helped popularize the concept of purpose-driven premium chocolate in Australia by demonstrating that commercial success and social responsibility could coexist. The brand became notable for blending distinctive design, innovative flavors, and ethical business practices into a recognizable identity within the Australian confectionery market [2].

1. Hey Tiger | LinkedIn
2. Hey Tiger chocolate is tasty, pretty and ethical | SBS Food