From our chocolate drinks and carefully crafted flakes to our growing world of stores, Knoops has caught the attention of press, editors and chocolate lovers alike. Explore the latest features, stories and media mentions celebrating Knoops, our chocolate % philosophy and the joy of finding your perfect serve.
Our founder
Our founder, Jens Knoop, is the guiding light of Knoops, a chocolate lover driven by his desire to build a bridge between cocoa farmers and the consumers of this much-prized and precious crop. With his experienced and highly trained palate, he is our chocolate sommelier—personally selecting each of the single-origin bean-to-bar chocolates on our 21-strong selection board, and rigorous in ensuring we have the best chocolates to be found.
Visiting chocolate festivals across the world, and cacao plantations in Peru, Colombia, Venezuela, Ghana and beyond, Jens has forged important relationships with cocoa farmers and chocolate makers. These relationships allow him to ensure that Knoops works only with those having a genuine positive impact on their communities, and result in the creation of bespoke chocolates, which now make up the majority of Knoops’ chocolate menu.
His journey
Alongside his understanding of the journey from tree to chocolate, Jens has developed unique expertise assessing which chocolates translate best into hot chocolate. His authority is vital in curating the Knoops menu board of single origin, bean-to-bar chocolates. Jens has honed his tasting process with a view to ensuring each customer finds something to love. Experienced at judging flavour development and balance, if Jens loves it even after rounds of rigorous taste scrutiny, the chocolate earns its place on the Knoops menu. Jens’ aim is always to ensure a diverse chocolate library featuring chocolates across the widest range of origins, %s and flavour profiles.
With over a decade of global research and at the forefront of hot chocolate, Jens Knoop sources and selects chocolates with pride to create great hot and cold chocolate drinks for you.
Our journey so far
Discover the milestones that shaped our story
The Beginning
Knoops was founded in 2013 by Jens Knoop in Rye, East Sussex, England. Jens, originally from Germany, was passionate about chocolate and believed drinking chocolate deserved the same level of craftsmanship and choice that coffee had achieved. He opened a single store focused on premium chocolate drinks rather than traditional hot chocolate powder.
The "Knoopology" Concept
The breakthrough idea was "Knoopology" – allowing customers to customise their drink by choosing: Chocolate percentage (e.g. 28% to 100%), Milk type, Flavours such as orange zest, sea salt or chilli. This created a highly personalised experience similar to speciality coffee.
Investment and Scale-Up
The business remained a single-store operation until investor and entrepreneur William Gordon-Harris discovered the Rye shop in 2019. He saw the potential to create an entirely new beverage category and joined the business to drive expansion.
Rapid UK Expansion
From one shop in Rye, Knoops expanded across the UK, opening locations in multiple cities across the United Kingdom. By 2025, the business had grown to more than 25 stores and had become one of the UK's fastest-growing non-franchise food and beverage brands in Europe.
International Expansion
The Middle East became Knoops’ first international market. The first Dubai store opened in late 2024, followed by additional sites in Dubai and Abu Dhabi. The company is now pursuing wider international growth, including the US, Asia and other global markets.
Frequently asked questions
Knoops is a chocolate brand built around expertly crafted hot and cold chocolate drinks, made to enjoy in-store or at home. The idea is simple: help every customer discover their perfect chocolate %.
Knoops was founded by Jens Knoop, who opened the first Knoops store in Rye, East Sussex in 2013. His love of chocolate, flavour and craft still guides the way Knoops selects and serves chocolate today.
Knoops is built around choice, quality and personal taste. Its chocolate % menu ranges from creamy white chocolate to extra dark single origin chocolate, helping customers find a drink that suits them exactly.
Knoops works directly with cocoa farmers and chocolate makers, supporting better practice across the chocolate supply chain. Jens personally selects chocolates for their flavour, balance and ability to make great hot and cold chocolate drinks.
Knoopology is the Knoops way of exploring chocolate. It is about choosing your chocolate %, adding your preferred milk and ingredients, then making your drink hot, iced or finished your way.
