Michelin-Star Pedigree Meets Market Disruption: Chef Brandon Olsen and Entrepreneur Michael Held Launch As We Do Chocolate Company

Canada’s next scaled, bean-to-bar chocolate maker debuts with an exclusive Kickstarter pre-sale campaign launching February 24th

TORONTO--(BUSINESS WIRE)--As We Do Chocolate Company Inc. officially announced its launch today, aiming to fill a massive gap in the North American market by becoming Canada’s premier scaled, chef-led, bean-to-bar chocolate producer. Founded by world-class chef Brandon Olsen and veteran entrepreneur Michael Held, the company is debuting with a Kickstarter pre-sale campaign launching on February 24th.

While Canada is projected to consume over $5.4 billion in chocolate in 2025, nearly all premium supply for the hospitality and foodservice sectors is currently imported from large European conglomerates. As We Do is purpose-built to disrupt this model by offering high-quality, Canadian-made chocolate produced at scale using cutting-edge Italian machinery.

The company’s portfolio is designed to serve two distinct markets: Wholesale Hospitality, providing professional-grade pellets, cocoa butter and cocoa powder, and batons for chefs, bakeries, and hotels; and Retail/Gifting, featuring premium chocolate bars and custom-labeled corporate gift solutions.

The partnership between Chef Brandon Olsen and entrepreneur Michael Held brings together two rare profiles to ensure that As We Do Chocolate achieves both world-class product excellence and disciplined operational growth. By fusing elite culinary artistry with proven expertise in scaling profitable businesses, the founders are uniquely positioned to build Canada’s next great chocolate company:

• Brandon Olsen (Co-Founder): A renowned chef and chocolatier with decades of experience at elite institutions such as Thomas Keller’s The French Laundry. Known for creating Toronto’s “most Instagrammable dessert,” the Ziggy Stardust Disco Egg, Olsen is transitioning from chocolatier to chocolate maker to oversee every step of the bean-to-bar process.
• Michael Held (Co-Founder): A seasoned business builder who previously founded a digital mental health company from scratch, scaling it to a $50M ARR business and taking it public at a half-billion-dollar valuation. Held brings nearly 35 years of experience in strategic growth and capital management to ensure As We Do captures substantial market share.

“I have spent two decades working in some of the world’s best kitchens, and I’ve always seen a glaring need for a high-quality, Canadian-made chocolate that chefs and hotels can actually rely on at scale,” said Brandon Olsen, Co-Founder. “As We Do is about reclaiming that craft. We aren’t just making another chocolate bar; we are building a new gold standard for the industry, focusing on pure, natural ingredients and the meticulous care that only a chef-led company can provide.”

“Canada is a nation of chocolate lovers, yet we source almost all of our premium product from elsewhere. The opportunity to build a scaled, sustainable, and truly Canadian champion in this category is immense,” added Michael Held, Co-Founder. “By combining Brandon’s world-class culinary know-how with my experience in scaling profitable, strategic businesses, we are uniquely positioned to win. Our Kickstarter is the first step in inviting our community to join us in building what will become one of the world’s greatest chocolate companies.”

The Kickstarter will offer early supporters various rewards, including limited product pre-sales and unique “Chocolate for Life” packages. Proceeds from the campaign will support the final setup of the company’s 15,000–20,000 square foot factory in Toronto, which is scheduled to open to the public in September 2026.

For more information, visit aswedochocolates.com or follow @aswedochocolates on social media.