Knoops Taps RH Amar To Lead Home Retail
Knoops, the British-founded chocolate drinks specialist, has appointed RH Amar to accelerate the growth of its ‘Knoops At Home’ retail range. The move aims to expand the brand’s presence across the UK retail market by leveraging a dedicated distribution partner. This appointment marks a significant shift in how the company reaches consumers outside of its physical store locations and direct-to-consumer platforms.
Under the new agreement, RH Amar will distribute 11 SKUs from the ‘Knoops At Home’ line. The selection includes the signature 54% House Blend and the 43% Single Origin Venezuela variety. These products are hand-flaked drinking chocolate, designed for home consumption rather than just on-site café service.
Expanding the Distribution Network
This is the first time Knoops has appointed a dedicated UK distributor. The partnership covers grocery, speciality, wholesale, foodservice, and online channels. It allows the brand to extend its reach beyond its own stores, knoops.com, and existing retail partners. The company has previously worked with retailers including Ocado, Harrods, Selfridges, and Whole Foods.
Last year, Knoops invested in ‘The Flakery,’ a new production and warehousing facility. This infrastructure was built to support continued growth in both its store estate and retail range. The facility helps manage the logistical demands of scaling up from a single-origin producer to a multi-channel brand.
Jo Brett, COO of Knoops, said: “We’re excited to partner with RH Amar to bring our ‘Knoops At Home’ range of hand-flaked chocolate to more customers across the UK. RH Amar’s expertise and extensive network of specialist retailers and distribution channels will help us accelerate our UK growth, build greater awareness and access to the Knoops brand, and meet the strong demand we’re already seeing across our existing sales channels.”
Justin Burbage, commercial director at RH Amar, added that Knoops is a fantastic addition to their portfolio. He noted that the timing is exciting for the premium drinks category, as consumers continue to seek high-quality, indulgent products to enjoy at home. The distributor is looking forward to building on the brand’s success beyond its own stores and unlocking new opportunities for the ‘Knoops At Home’ range.
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From Rye to International Presence
Founded in 2013 by master chocolate sommelier Jens Knoop, the company started as a single store in Rye, East Sussex. It has since grown into an international chocolate drinks brand with more than 30 stores in the UK and overseas. The most recent opening was last month in Utah, USA.
The chocolate is sustainably sourced from small farm holders in countries including Peru, Colombia, Venezuela, and Ghana. Each bean is carefully selected for drinking. Knoops maintains the world’s largest drinking chocolate library, allowing customers to choose a percentage from 28% White to 100% Extra Dark.
The distribution deal will test how well the direct-to-consumer model scales when integrated with traditional wholesale logistics. The brand has built its reputation on a specific, high-touch experience in its own stores. Moving into general grocery and speciality retail channels requires a different approach to shelf presence and consumer education, which will be the next hurdle to clear.
Knoops is positioned to capitalize on the trend of consumers wanting to recreate cafe-style drinks at home. Buyers are reportedly unwilling to compromise on taste and quality when making this switch. The brand aims to meet that demand with products that maintain the integrity of the original in-store experience.
Joining a Curated Portfolio
Knoops will join RH Amar’s portfolio of brands, which includes Mutti, Dunkin, Bold Bean, Weetabix, Kikkoman, and Del Monte. RH Amar is a third-generation family-run business. The company achieved B Corp accreditation this year, aligning with Knoops’ own focus on sustainable sourcing and ethical production practices.
