Jens Knoop founded Knoops – a chocolate café chain – in 2013. The first store opened in Rye, East Sussex, offering a customisable menu of hot and cold chocolate drinks, allowing customers to select from various chocolate percentages and flavours – a concept termed “Knoopology”. Alongside the stores Knoops sells chocolate flakes so customers can craft their own chocolate drinks at home. Knoops now has 28 stores across the UK, with further stores now open in Dubai, and it has attracted over £15m in investment. The company plans to open its first US stores in Utah later this year, with further expansion into China and the Middle East agreed.