A cup of custom-made drinking chocolate has a magical quality. It’s not the sweet powder-and-water kind from childhood, but one that is richer and personal. This is the experience Knoops has perfected across England for over a decade, and on Friday, 21st August, it opened here in Utah.

This is not an ordinary café opening; it is the first introduction in the United States of a brand that has changed the way people think about drinking chocolate.

“My love for chocolate began as a child with my grandmother, who always made eating chocolate ceremonial and special,” said Jens Knoop, founder. “This passion continues as Knoops brings the joy of sustainably sourced and personalized drinking chocolate to Utahns.”

Jens started Knoops in 2013 in Rye, a coastal town in England; his first shop featured seven different chocolate percentages, each sourced from cacao growers around the world.

The concept caught on fast. What started as a single storefront has since grown into 30 locations worldwide, with a menu that now spans 21 distinct chocolate percentages from light and milky to intensely dark and white.

What Is “Knoopology”?

Ask anyone at Knoops what makes the brand special, and you’ll likely hear one word: “Knoopology”.

It’s the term the company uses to describe its signature craft: the art of building a drinking chocolate around one person’s exact taste. Do you prefer something creamy and mellow, or bold and bittersweet? Would you like it with steamed milk, oat milk, or water? A hint of orange, chili, or sea salt?

Every cup becomes a collaboration between customer and chocolatier. There’s no single “right” way to enjoy it. There’s only your way.

Jens, who has a thorough understanding of the whole process from tree to chocolate, has also learned to judge which chocolates are best for making hot chocolate. His well-developed sense of taste and his judgment play a vital role in putting together the Knoops menu board, which features a range of single-origin, bean-to-bar chocolates. He has refined his method of tasting so that all the chocolates on the menu have successfully undergone his strict assessments of flavor development and balance. Any chocolate that passes Jens’ taste tests and earns his approval is given a well-earned place on the Knoops menu.

I tasted a few varieties, and the one with 54% chocolate and cinnamon was my favorite because it was rich, slushy and had just the right amount of cinnamon. To take with me, I ordered the ‘Whale, ‘ an iced white chocolate milkshake with spirulina and a marshmallow on top, a tribute to the Whale sculpture in the area. The drink was not overly sweet and was refreshing. Knoops partners with Lone Pine Bakery to offer baked goods and Millcreek Coffee Roasters.

Why Utah?

Of all the places to plant its first American flag, Knoops chose Utah, a decision that speaks to the state’s growing appetite for elevated food and drink experiences and its connection to community. Locals have watched the food scene here blossom in recent years, and a customizable drinking chocolate cafe fits right in. Mike Jensen, president of Knoops USA, is behind the Utah location. Mike is a Utah local with deep roots and a keen business acumen. He was familiar with the brand from a visit to London.

“I reached out to Jens on LinkedIn, and I said I would love to talk to you about the business, and we concluded the business would do well in the US and let’s start it in Utah, where I am from,” Mike said. “9th and 9th is a great community.”

The Utah store is the first of the 160 that are planned to open in the United States by 2032; this achievement highlights Knoops’ confidence in Utah’s vibrant food and drink culture as the ideal starting point for its innovative drinking chocolate experience.

“This is surreal and a privilege to be here [in Utah],” Jens said. “We think it is a very good fit for many reasons. This is an evolution in chocolate.”

When the doors open Friday, visitors can expect the full Knoops experience

“Knoops is amazing. I was working at Swig for a long time. I designed the training and was on my computer all day. I was looking for a change of pace and wanted to be more involved in daily operations,” said Morgan Brown, manager. “I have appreciated learning about the specific ingredients, where we are sourcing our milk from and all the fine details. It has been enlightening.”