For 25 years, Knipschildt Chocolatier has helped redefine what American consumers expect from chocolate. Founded by Danish-born chocolatier Fritz Knipschildt, the brand has built a devoted following for its handcrafted European-style bonbons, distinctive flavor pairings, and uncompromising commitment to freshness. From pioneering salted caramel in the U.S. to earning multiple sofi™ Awards and national media acclaim, Knipschildt Chocolatier has become a touchstone for artisan confections—while remaining deeply rooted in craftsmanship, joy, and human connection.
As Knipschildt marks its 25th anniversary, Fritz talked with SFA about how the chocolate market has evolved, the moments that shaped the brand, and what excites him most about the future of specialty chocolate.
You founded Knipschildt Chocolatier 25 years ago. What did the market look like then?
Short of a very few other companies, the “market” was almost non-existent compared to today. I’m from Odense, Denmark, where growing up—and still now—there are several chocolate shops in town, which is very common throughout Europe. There’s a long tradition of artisan confections there that simply wasn’t present in the U.S. at the time.
Finding a chocolate company that made chocolates in the European fashion—by hand, using fresh cream and butter—was very difficult in the United States back then.
Early on, what misconceptions about high-end chocolate did you encounter most often?
Dark chocolate, in particular, had a much more negative connotation in the U.S. Consumers weren’t used to premium dark chocolate, and in some ways it felt like “chocolate for beginners.”
Honestly, all it took was letting people taste our products. When someone says they don’t like dark chocolate but then bites into one of our award-winning dark chocolate bonbons made with fresh cream and butter, the most common response is: “I never knew I liked dark chocolate!”
We also specialize in savory and more unique flavor infusions—like rosemary caramel—which weren’t easy sells at first. We always incorporated distinctive shapes and colors as well, so making the chocolates look delicious helped invite people in.
Knipschildt chocolates have won awards and major media accolades for years. What do you credit most for that broad appeal?
First and foremost, it is truly a pleasure to be able to do this for a living. I’m incredibly grateful. I like to think of my primary job as making someone’s day better or more special.
We make all of our chocolate to order. Whether it’s a wholesale order or a box purchased for a holiday or special occasion through e-commerce, every piece is made at most a day before shipping. When someone buys a box of our chocolate, it was truly made just for them—and that’s something special we will never change.
A big part of our appeal is the love and care that goes into every detail. From our handmade Nepalese packaging to each individual chocolate, it’s immediately apparent how much work goes into what we do. And while we take craftsmanship seriously, we never forget that this is chocolate—we keep it fun. Our Easter collections are a perfect example, from hand-painted ganache-filled eggs to whimsical packaging like nests, baskets, and egg crates.
Awards and recognition are wonderful, but the most meaningful recognition has been the relationships we’ve built over time. From employees—many of whom have been with me for more than 20 years—to independent retailers, buyers, and partners, those long-standing connections mean everything. This industry is hard, and we’re fortunate to be surrounded by such incredible people.
How has your relationship with the Specialty Food Association and the broader specialty community helped support the growth of artisan chocolate over the years?
The sofi™ Awards I’ve received are among the most meaningful recognitions of my career—they’re proudly displayed on the mantle in my family room. Being recognized by peers within the industry truly affirmed that we were doing things the right way.
The Fancy Food Shows have also been incredibly important to our business and to the specialty food industry as a whole. Being able to showcase our products to thousands of discerning buyers—and walk them through our process in person—is invaluable. Beyond that, the SFA has been a powerful connector and source of information, bringing producers together and championing artisan food makers.
Looking back, are there particular chocolates or product collections that feel especially defining for Knipschildt?
Our Signature Collection, with its unique flavor pairings and designs, has been central to our success for 25 years. Having Oprah Magazine feature our signature box remains one of my proudest moments. Our burnt caramel with Hawaiian sea salt has also been lauded for years. When I first introduced salted caramel, many people told me it wouldn’t work in the U.S.—now it’s everywhere.
Our Easter collections are also deeply defining. In the early 2000s, I worked with Martha Stewart and Martha by Mail to develop products like our salted caramel Robin Eggs and hazelnut gianduja Quail Eggs. These collections have remained mainstays for over two decades.
Early in my career, I was also incredibly fortunate to be discovered by Giorgio DeLuca of Dean & DeLuca and by Martha Stewart. Giorgio personally mentored me, and we developed many unique products together. I was in my mid-20s at the time—it’s amazing how quickly the years go by.
As you mark 25 years in business, what excites you about chocolate today? What do you hope Knipschildt Chocolatier contributes to the next chapter of confections and the specialty food industry as a whole?
I’m still excited to come to work every single day. What we do is, in some ways, alchemy—we want customers to taste the passion, skill, and joy in every product.
The artisan chocolate industry has truly blossomed over the last 10–15 years, and it’s inspiring to see what newer companies are creating. Trends like the Dubai Bar have shown the powerful intersection of food and social media, something we didn’t have early on.
That said, we focus on staying true to our own style rather than chasing trends. It’s a bit strange to call Knipschildt a legacy brand, but in some ways we are. Balancing that legacy with innovation is key. Consumers are more sophisticated than ever and crave multi-flavor, multi-sensory experiences—and that’s the fun part. We’re currently working on a unique new product line to celebrate our 25th anniversary, with more to come later this year.
Learn more about Knipschildt Chocolatier on their website.