Page 24 - APPD - Something's_Brewing_Jan_Feb23

www.beveragestandardsassociation.co.uk
Vol.28 | January/February. 2023

Hot Chocolate Time

Knoops

Expertly Crafted Chocolate Drinks

Jens Knoop went a step further in 2013 and opened his first Knoops
store in Rye, East Sussex on the 18th of April that year. And the first
drinks he sold were “two espressos!”
What did Jens perceive in 2013 that others did not? Well, there was two

aspects. First was the ‘treat’ element and second was a possibility of an
emerging market for small affordable luxury hot chocolate drinks. He was
offered the shop in Rye and decided to take the plunge.

Since 2013 Knoops have opened eight stores with their next two stores in Knightsbridge and then Manchester by
the end of June 2023. Each store has Knoopologists who produce all the drinks in store to the customer’s order.

Interestingly, in the first few years of trading Jens tended to base his chocolate drinks on the taste when the
chocolate was eaten, rather than as a hot chocolate drink. He later learnt that 'market research' was an
important part of the mix. To gain this he asked questions of his customers and broadened his range of
suppliers.

Jens says, “His customers’ are looking for a gourmet adventure” and “they can choose from a selection of milk,
dark, ruby & white chocolates, many of them single origin. Then you can add from a choice of 20 other
ingredients including herbs and spices, fruits and roots, salt and pepper or marshmallow and cream.”

He is very much aware of the issues that continue to haunt the chocolate industry around 'child labour' and
some of the unethical growing and payment methods. To counter this in the Knoops business they are working
closely with growers and the suppliers. He will be visiting Ghana in February to gain more knowledge on the
cocoa growing business there and look at ways to increase Knoops social responsibility.

Jens and his team have succeeded in creating a hot and cold adventure in drinking
chocolate where many others have tried and unfortunately failed.

You can read more about Knoops 'expertly crafted chocolate drinks at
www.knoops.co.uk.

Click for a full list of Hot Chocolate Suppliers