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Dating app Toffee is launching on Android



Toffee (small)
The dating app Toffee is


  • The dating app Toffee, which caters exclusively to the
    privately educated, is coming to Android in September.
  • It is also branching out from the UK to Australia in
    November, and says it has plans to roll out more in other
    countries over the next 12 months.
  • Toffee has been widely criticised as elitist, but its
    leadership argues that it simply fulfils a niche.

The dating app Toffee, which was
widely criticised as eltist
as it connects only those who
went to private school, is expanding.

The app launched in the UK on Apple in April, and will be coming
to Android in September. A Toffee press release stated that it
now has 10,000 monthly active users in the UK.

Toffee is also coming to Australia in November, which offers a
big market at 35% of Australians are privately educated, compared
to 8% of Brits. It also stated that it plans a wider roll-out to
other English-speaking countries over the next 12 months.

Many have criticised the app for what is seen as blatant classism
and elitism, although Toffee argues it is simply filling a niche,
comparing itself to the way that J-Swipe caters for the Jewish

“It’s disgustingly elitist,” said one of a number of
millennials The Independent spoke to last year.
 “I feel
like private school kids have their own closed social circle of
private school friends and acquaintances in real life anyway
(those who would be the type to use such an app that is) so what
would they need an app for?”

It is part of a trend of self-consciously elite dating apps, such
as The
Inner Circle
which limits its usership to “successful,
attractive people,” and is seen as the European equivalent to

the US app The League

The app itself a waiting list, and it is not yet clear how people
are vetted on whether they attended private school. When we
looked at the app there was nowhere to input any card details, so
the fee which was touted when it launched in April seems yet to
appear. Business Insider has contacted Toffee for clarification.

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