Knoops opens first U.S. store in Salt Lake City

Knoops is launching its U.S. expansion with a first location opening Aug. 21, 2026, in Salt Lake City’s 9th and 9th neighborhood. The move starts a national rollout plan that could reach up to 160 U.S. locations by 2032.

Why it matters: - Knoops is using Utah as the entry point for a U.S. expansion that could bring the drinking chocolate brand to major markets nationwide. - The first store also introduces an uncommon beverage category to U.S. consumers: customizable drinking chocolate built around premium cocoa percentages and mix-ins. - The brand’s U.S. launch adds an in-store retail model now, with online retail coming later in 2026.

What happened: - Knoops announced the opening of its first U.S. store in Salt Lake City, Utah. - The store opens Aug. 21, 2026, in the 9th and 9th neighborhood at 907 East 900 South. - The opening marks the start of the company’s national expansion strategy in the U.S. - Knoops plans up to 160 locations across America by 2032.

The details: - Knoops was founded in 2013 by master chocolate sommelier Jens Knoop. - The brand says it now operates more than 30 locations globally and has the world’s largest sustainably sourced chocolate library. - Knoops offers a premium drinking chocolate café experience and an at-home product line available for purchase in-store. - U.S. online retail is scheduled to launch in October. - Customers choose from a curated range of cocoa percentages and flavor profiles. - Drinks can be served hot, iced, as a milkshake or frozen. - Mix-ins include sea salt, rosemary and chili. - Knoops calls its customization approach “Knoopology.” - The brand offers more than 20 sustainably sourced chocolates, ranging from 28% White Chocolate from Colombia to 100% Extra Dark single-origin from the Philippines. - Knoops now has 27 chocolate bars in the UK, three in the UAE and one in the U.S.

Between the lines: - Utah’s reputation for customizable food and beverage experiences appears to be a strategic fit for the brand’s personalization-first model. - The company is positioning drinking chocolate more like specialty coffee or wine, aiming to make the category feel premium and experiential. - The U.S. rollout signals confidence that a niche concept can scale if the brand can translate its café experience into repeat visits and retail sales.

What’s next: - Knoops will begin U.S. online retail in October. - The Salt Lake City store will serve as the first test case for broader American expansion. - The company is preparing for further growth across the UK and U.S. as part of its wider rollout plan.

The bottom line: - Knoops is betting that personalized drinking chocolate can become a scalable U.S. business, starting with Salt Lake City.