A well-known chocolate brand has omitted any reference to Advent from its Christmas calendars, calling them instead ‘Countdown Calendars'. Known to fans simply as Tony’s, the Fairtrade brand was founded in 2005 by three TV journalists who discovered that many chocolate manufacturers bought cocoa from plantations accused of modern slavery and using child labour. Launching their first festive calendar their promotion asked, ‘Are you looking for a way to count down to Christmas that gives you an excuse to chomp on our chocolate for 24 days straight? This is it.’ The company said making no reference to Advent keeps it ‘accessible to all who celebrate the festive season’. Christian Concern expressed unease over the marketing, saying, ‘To remove Advent from Christmas is to miss the meaning of Christmas.’ Others also criticised the ‘woke’ move, asking what is a ‘countdown’ to if not the birth of Jesus Christ.