Inside the U.S.'s 1st Knoops in Salt Lake City
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Knoops' first U.S. store in Salt Lake City. Photo: Kim Bojórquez/Axios
Knoops, a British cafe serving chocolate-infused drinks, opens its first U.S. location in Salt Lake City Friday — and Axios got a behind-the-scenes look inside.
The big picture: Knoops' arrival comes as artisan cocoa-based beverages gain steam nationally, fueled by viral social media trends and greater consumer demand for ethically sourced chocolate.
How it works: Knoops' beverages are highly customizable. Customers can choose the cocoa percentage, temperature (hot, iced, frozen or in shake form) and mix-ins for their beverage.
- Add-ons include dry spices like sea salt and turmeric and ingredients like ginger and lemon zest.
What I tried: I sampled a variety of chocolate drinks Tuesday ranging from a frozen white chocolate with matcha and strawberry foam to a chocolate milkshake with orange zest.
- Each had different chocolate intensities, textures and scents.
- When it came time for me to order, I opted for an iced chocolate with 34% cocoa, coconut flakes and cinnamon.
Catch up quick: German-born founder Jens Knoop tells Axios he decided to expand to Utah after hearing feedback from customers and developing a business relationship with a Utah man, Mike Jensen, over LinkedIn. Jensen is overseeing the company's U.S. expansion.
- Knoop says his product is ideal for a market like Salt Lake City because it appeals to people who avoid coffee and alcohol, both of which Latter-day Saints commonly abstain from under the church's health code.
- He notes that the cafe frequently serves Muslim customers in England who follow halal practices and abstain from alcohol.
- "It's not just about sugar; it's about what else is there besides coffee and alcohol where people can come together from all walks of life and different generations and have a good time together with food and drinks," Knoop tells Axios.
What's next: The company is planning additional stores in Farmington and Park City, according to Jensen.
- The Farmington cafe is slated to open at the end of 2026 or early next year.
- Jensen says the company is taking a careful approach to expansion to avoid flooding the market while positioning Knoops as a destination.