It started with a challenge
Hvidovre
We started Simply in 2011 with a simple premise: to make chocolate we ourselves wanted to eat. Without artificial additives. Without the formal seriousness that the Danish chocolate industry had become known for.
The idea was to remove the distance. Premium chocolate doesn’t need a tall chef’s hat to be premium. It should speak on equal terms to people who love good chocolate — and reflect the values society stands for today.
The first production was in Hvidovre. That’s where it all began.
A name for every bar
Salty Fred. Cookie Joe. Dark Marci. Minty Cindy. Each chocolate got its own personality and its own name because a good bar has character, not just a percentage.
The range grew, and the first international recognitions came in 2014. The starting signal for something bigger.
From Amager to the world
New address, new markets
In 2018, we moved to our current premises in Amager: HQ, production, and our Factory Store all under one roof.
That same year, our chocolate really started to travel. SAS, Norwegian, Scandlines, and Heinemann duty-free — from Amager to airports and ferries all over the world.
SAS and Heinemann have been customers ever since.
We take responsibility seriously
Sustainability is not a goal. It is a way of working.
In 2019, we installed solar panels on the factory roof in Amager. Since then, every single bar has been produced with solar energy — over 6.5 million and still increasing. On sunny days, we are 100% self-sufficient with green energy.
The entire factory and offices have self-regulating LED lights: they adjust according to the amount of natural light and turn off when there is no movement. Small choices that add up.
That same year, we entered into a partnership with Cocoa Horizons. It is a certification based on cocoa farmer education, children's access to schooling, and forest protection in cocoa-producing countries. Not Fairtrade. A different way to invest in the future of cocoa, and it is the one we believe in.
By 2026, we will have saved over 150 tons of CO₂. We are still counting.
A greenhouse in Ivory Coast
Responsibility is not words. It is action.
The same year solar panels were installed on the roof, we launched a CSR project in Ivory Coast. We established a greenhouse where local women now grow vegetables.
It not only provides jobs. It creates a stable, additional source of income for families and contributes to a stronger economic daily life.
The project is based on a simple principle: real change happens when you create opportunities close to the source. We invest where it makes a concrete difference.
Acknowledgments along the way
Taste awards, design awards, certifications
We don’t make chocolate to win awards. But when they come, they confirm that we are on the right track.
Taste. Persian Perry: silver at the International Chocolate Awards 2014 (white chocolate with flavor). Grainy Sue: bronze the same year for innovative use of spelt and oats. The gift boxes were honored with silver in the Mixed Boxes category. In 2019, Crispy Carrie received a star at the Great Taste Awards (UK) for the balance between sea salt and caramel, and Granny Billy followed with her own Great Taste star. Sixpack Sally was also recognized for her flavor profile.
Design and digital. In 2017, the webshop won E-Commerce Site of the Year at Awwwards and was Site of the Day. The same year, we took Website of the Year at CSS Design Awards plus prizes for UI, UX, and Innovation for the unwrapping concept. The first time Danish premium chocolate received such global digital recognition.
Certifications. Cocoa Horizons for sustainable cocoa in the supply chain. The e-mark for secure online shopping.
SIMPLY®
In 2023, we changed the name from Simply Chocolate to SIMPLY®. Not because the chocolate changed, but because we wanted to include more than that: protein bars, bites, and everything else to come.
New logo. New design. Same way of working. Keep it simply.
Lucky bags against food waste
Too Good To Go
In July 2024, we started a collaboration with Too Good To Go. Surplus chocolate from the factory in Kastrup is packed into lucky bags and sold directly through the app, at significantly below retail price.
It’s sustainability that works both ways: better for the planet, better for the consumer, and freedom for us to experiment. When a new flavor combination doesn’t get an instant hit, it doesn’t end up in the trash. It ends up in a lucky bag.
December in gold green
Advent calendar and Golden Ticket
Every December, we pack our favorites into 30 small doors. A little extra for the waiting time. The advent calendar has become a family tradition in Danish households.
In 2025, we included the Golden Ticket competition: Mathilde from Denmark won the car, and we filled it with chocolate before delivering it. Winners outside Denmark received gift cards. Our way of saying thank you to those who open doors 1-30 with us every year.
Dubai Chocolate
Dubai chocolate took the world by storm, and we couldn't resist. So we created our own version: crunchy kadaif, creamy pistachio, no artificial additives.
Our way of embracing a trend: we join in, but we do it our own way.
SAS: from Hand Luggage to anniversary
Our partnership with SAS began in 2018 with Hand Luggage — their private label bar designed for hand luggage. It was on the SAS shelf until 2020.
Since then, SAS has chosen us for chocolate onboard their flights worldwide — no longer just one bar, but a broader palette for their global routes.
In 2026, SAS chose us again for their 80th anniversary. We delivered branded bars specially designed for the milestone. This is the kind of recognition we value most: that a customer from the early years chooses us again when they themselves reach a milestone.
What is next?
We still produce from the factory in Amager. We still eat our own chocolate. And we will never part with Cocoa Horizons, the solar panels on the roof, or the belief that good chocolate should taste like good chocolate, not like marketing.
The story continues. Visit our Chocolate Factory Store in Kastrup or find the nearest retailer.
Natural ingredients. Genuine flavor.
At Simply, everything starts with the raw ingredient. Not with additives. Not with compromises.
We work with ingredients you can recognize: cocoa, milk, nuts, fruit, and natural flavorings. Not because it’s the easy way — because it’s the only way to get the real taste.
When nature decides
Real ingredients don’t behave the same way every time. Cocoa varies. Nuts vary. Flavor develops. We don’t see this as a challenge, but as a quality. This is where character arises.
That’s why we adjust our craftsmanship. Not our ingredient list.
Craftsmanship over shortcuts
When you remove artificial aids, it places higher demands on everything else. Precision. Timing. Experience. That is exactly where we focus our attention.
Freshness has a price — and a benefit
Our chocolate is not made to last for years. That is intentional. We recommend a shelf life of 10–12 months. Not because we can't extend it — but because we choose not to.
In return, you get a flavor and texture that is pure, balanced & undisturbed.
Therefore
Because flavor should not be manipulated.
It should be created.
