Knoops

What Knoops does

Knoops is a UK-based premium chocolate drinks retailer founded in 2013 by chocolate sommelier Jens Knoop, headquartered in Rye, England. The company operates a vertically integrated model selling real chocolate flakes (not powder) in cocoa percentages ranging from 28% white to 100% extra dark, including single-origin variants from Venezuela, Colombia, Peru, and Solomon Islands. Its core IP is the 'Knoopology' framework — a curated chocolate-percentage system paired with proprietary ingredients (herbs, spices, roots, fruits) and signature serveware such as the hot chocolate bowl, which together drive the in-store and at-home product experience.

Revenue is generated through three channels: (1) company-owned retail stores — over 20 UK locations in premium catchments including Chelsea, Covent Garden, Kensington, Knightsbridge, Notting Hill, York, Brighton, Cambridge, Manchester, and a recently announced Milton Keynes unit at centre:mk; (2) direct-to-consumer e-commerce at knoops.com shipping chocolate flakes (£13.50-£14.50 per tube), gift sets (£30), makers, and accessories to the UK, US, and UAE; and (3) wholesale distribution through Harrods, Selfridges, Whole Foods, and Ocado. A loyalty app with gold-tier benefits provides a recurring engagement layer. Customers are premium chocolate enthusiasts, gift buyers, and at-home makers; pricing is positioned at the premium end of the UK beverage and gift market. The company has raised approximately £8 million to date (£6M debt in July 2023, ~£2M Crowdcube equity in September 2024) and is publicly targeting ~200 UK stores and ~3,000 global locations by 2030.

Name

Knoops

Legal name

Knoops

Website

https://knoops.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Knoops is a UK-based premium chocolate drinks retailer founded in 2013, selling real chocolate flakes in customizable cocoa percentages (28%-100%) via 20+ company-owned stores, e-commerce shipping to the UK/US/UAE, and wholesale through Harrods, Selfridges, Whole Foods, and Ocado.

Ownership category

akta.pro rank

Product category

Premium Chocolate Beverages and Confectionery

NAICS

Confectionery and Nut Retailers (445292), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Premium chocolate drinks
• Chocolate flakes retail
• Specialty hot chocolate
• Gift chocolate sets
• Chocolate cafe beverages

Headquarters

HQ city

Rye

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales (E-commerce): Knoops sells chocolate flakes, gift sets, accessories, and consumables directly through its e-commerce platform knoops.com. Products include chocolate flakes ranging from £13.50-£14.50, gift sets at £30, hot chocolate makers, and related accessories. Free shipping on orders over £35.
2. Physical Retail Store Sales: Revenue from company-owned retail stores across the UK offering made-to-order hot and cold chocolate drinks. Stores are located in premium areas including London (Chelsea, Covent Garden, Kensington, Knightsbridge, Notting Hill) and other UK cities (York, Brighton, Cambridge, Manchester, Bath, Milton Keynes, Rye).
3. Wholesale Distribution: Knoops products are sold through premium stockists including Harrods, Selfridges, Whole Foods, and Ocado. This provides retail distribution and brand visibility in high-end retail environments.
4. Loyalty Program: Knoops operates a loyalty app offering free marshmallows, drinks and flakes, 50% off coffee before midday, exclusive new product access, and queue-skipping benefits. Members can achieve gold membership status.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Knoops sells made-to-order premium hot, iced, and milkshake chocolate drinks in its UK retail stores, built on a "Knoopology" system that uses real chocolate flakes (not powder) with selectable cocoa percentages from 28% to 100% and single-origin options. In parallel, it retails packaged chocolate flakes, gift sets, branded accessories, Dualit-branded makers, and toppings through its e-commerce store, premium stockists, and a loyalty app for at-home preparation.

Product overview

Knoops is a premium chocolate drinks company specializing in personalized hot and cold chocolate beverages. The core product offering consists of chocolate flakes available in a range of cocoa percentages from 28% (White) to 100% (Extra Dark), including single-origin options from Venezuela, Colombia, Peru, and Solomon Islands. These flakes are designed for making hot chocolate, iced chocolate, and milkshakes both in-store and at home. The product portfolio extends to gift sets (Milk Hot Chocolate Gift Set, Vegan Hot Chocolate Gift Set, Essential Hot Chocolate Gift Set, Hot Chocolate Selection Box), accessories (Dualit hot chocolate makers, milk frothers, Knoops tins, hot chocolate whisks, hot chocolate bowls), toppings (marshmallows, honeycomb), and the Knoops Cacao Tea. The company also offers an online gift card program. The products are sold through physical café stores across the UK, through online retail, and via stockists including Harrods, Selfridges, Whole Foods, and Ocado.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Chocolate Flakes (28%-100% cocoa) Premium chocolate flakes available in a range of cocoa percentages (28% White through 100% Extra Dark) and single-origin varieties from Venezuela, Colombia, Peru, and Solomon Islands, sold to consumers for preparing hot chocolate, iced chocolate, and milkshakes at home.
• Hot Chocolate Selection Box Curated gift box containing multiple chocolate flake varieties in different percentages and origins, allowing customers to sample a range of intensities for gifting or self-use.
• Milk Hot Chocolate Gift Set Gift-ready set featuring milk chocolate flakes and accessories for crafting premium hot chocolate at home, targeted at gift buyers and chocolate enthusiasts.
• Vegan Hot Chocolate Gift Set Plant-based hot chocolate gift set featuring vegan-friendly chocolate flakes for dairy-free chocolate drinks, targeting vegan and dairy-averse consumers.
• Essential Hot Chocolate Gift Set Festive-themed gift set featuring seasonal spice hot chocolate flakes and accessories, designed for seasonal gifting occasions.
• Mix & Match Flakes Build-your-own bundle of chocolate flake tubes where customers select multiple varieties at discounted bundle pricing (2 for £26, 3 for £39, 5 for £60).
• Marshmallows Homemade marshmallows designed to accompany and top hot chocolate drinks, sold individually with a multi-buy discount.
• 41% Milk Chocolate Honeycomb Crunchy honeycomb pieces made with 41% milk chocolate, sold as a topping for hot chocolate drinks.
• Knoops Cacao Tea Tea infusion made from cacao, providing an alternative way to enjoy chocolate flavors at home.
• Hot Chocolate Bowl Ceramic bowl designed for serving hot chocolate with marshmallows and chocolate shavings, sold as a branded accessory.
• Dualit Hot Chocolate Maker and 5 Tubes Bundle Premium Dualit hot chocolate maker appliance bundled with five Knoops chocolate flake tubes for home preparation of hot chocolate.
• Dualit Milk Frother and Hot Chocolate Maker Dual-function Dualit appliance for frothing milk and making hot chocolate beverages at home.
• Knoops Tin Branded storage tin for keeping chocolate flakes fresh, featuring the Knoops logo.
• Hot Chocolate Whisk Specialized branded whisk for preparing smooth, lump-free hot chocolate drinks at home.
• Online Gift Card Digital gift cards available in denominations starting from £10.00 for gifting Knoops products online or in-store.
• Made-to-Order Hot and Cold Chocolate Drinks (In-Store) Made-to-order hot, iced, and milkshake chocolate drinks served in Knoops' 20+ UK retail stores, built on real chocolate flakes with selectable cocoa percentages (28%-100%) and optional Knoopology ingredients (herbs, spices, roots, fruits).

Quantifiable outcome

• Premium positioning in $119B+ global drinking chocolate market

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered major and minor.

• HarrodsmajorChannel Partner/ Reseller/ DistributorPremium luxury department store stocking Knoops chocolate products, providing high-end retail distribution and brand visibility.
• SelfridgesmajorChannel Partner/ Reseller/ DistributorPremium department store chain stocking Knoops products, enhancing brand positioning in the luxury retail segment.
• Whole FoodsmajorChannel Partner/ Reseller/ DistributorHealth and wellness-focused grocery chain distributing Knoops products, targeting conscious consumers seeking premium chocolate options.
• OcadomajorChannel Partner/ Reseller/ DistributorOnline grocery platform providing e-commerce distribution for Knoops products, enabling home delivery of chocolate products.
• centre:mkminorChannel Partner/ Reseller/ DistributorMilton Keynes shopping centre signed Knoops for a 1,720 sq ft unit on Sunset Walk, marking Knoops' regional debut in the area with strong trading expectations.
• PerfectTedminorStrategic or Co-development PartnerPartnership for matcha products used in Knoops' Iced Strawberry White Chocolate Matcha, combining ceremonial grade matcha with Knoops white chocolate.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Hotel Chocolat: UK-founded premium chocolate brand with a comparable omnichannel model: company-owned retail stores across the UK, a strong e-commerce business, and a broad range of own-label chocolate products including drinks, bars and gift sets. Hotel Chocolat is the closest direct competitor to Knoops in the UK premium chocolate retail space.
• Whittard of Chelsea: British specialty tea, hot chocolate, and coffee retailer operating its own high-street stores plus a large DTC e-commerce channel. Overlaps directly with Knoops on the in-store hot chocolate experience and on giftable, premium packaged chocolate/tea SKUs sold to the same UK consumer.
• Charbonnel et Walker: Heritage UK premium chocolatier selling boxed chocolates and truffles through own-brand retail, department-store concessions and online. Comparable to Knoops on premium positioning, gifting occasions, and stockist-led distribution (Royal Warrant holder, Harrods/Selfridges presence).
• Pierre Marcolini: Belgian premium chocolatier operating boutique chocolate shops and e-commerce globally, with strong emphasis on bean-to-bar craftsmanship and single-origin chocolates. Closely comparable to Knoops on premium positioning, single-origin storytelling, and shop-as-experience retail concept.

Broad incumbents

• Godiva: Global premium chocolate brand with a worldwide network of chocolate cafés and DTC channels. Overlaps with Knoops on the premium chocolate drink shop format and on giftable boxed chocolate, but at significantly larger scale and broader geographic footprint.
• Lindt: Global premium chocolate incumbent with Lindt Cafés and extensive grocery distribution. Comparable to Knoops at the premium price tier and on café-style consumption occasions, but with much greater scale, marketing spend, and mass-market grocery penetration.
• Joe & The Juice: International premium beverage retail chain with a comparable retail-led, premium-positioned model and similar demographics. Less direct product overlap (juices/coffee vs. chocolate) but useful comparable for the global roll-out economics Knoops is targeting.
• Costa Coffee: UK's largest coffee chain with deep high-street real estate footprint and strong brand recognition. Comparable to Knoops on UK café-style drink retail economics, lease structure, and customer demographics, even though the core product (coffee) differs.
• Starbucks: Explicitly cited by Knoops itself as the growth model being emulated for the 3,000-store global target. Comparable as the benchmark for global beverage retail scaling and unit economics, though operating in coffee rather than chocolate.

Emerging players

• Cocoa Runners: UK-based single-origin and craft chocolate subscription/retailer with a strong online presence. Comparable to Knoops on the single-origin provenance narrative and on the at-home premium chocolate consumer, though without Knoops' physical retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/knoops
• Xx.com/knoopschocolate
• Facebookfacebook.com/KnoopsChocolateBar
• LinkedInlinkedin.com/company/knoopschocolate

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Knoops