It started with a reckoning
Hvidovre
We started Simply in 2011 with a simple idea: 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 that society stands for today.
Our first production facility was in Hvidovre. This is where it all began.
A name for each bar
Salty Fred. Cookie Joe. Dark Marci. Minty Cindy. Each chocolate got its own personality and name, because a good bar has character—not just a percentage.
The range grew, and the first international accolades 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: our headquarters, production facilities and Factory Store all under one roof.
That same year, our chocolate really began to travel. SAS, Norwegian, Scandlines and Heinemann duty-free — from Amager to airports and ferries around 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 roof of our factory in Amager. Since then, every single bar has been produced using solar energy — more than 6.5 million and counting. On sunny days, we are 100% self-sufficient in green energy.
The entire factory and our offices use self-regulating LED lighting: the lights adjust to the amount of natural light and switch off when there is no movement. Small choices that add up.
That same year, we partnered with Cocoa Horizons. It is a certification based on cocoa farmer training, children’s access to education, and forest protection in cocoa-producing countries. Not Fairtrade. A different way of investing in the future of cocoa — and it is the one we believe in.
In 2026, we have saved more than 150 tonnes of CO₂. We are still counting.
A greenhouse in Côte d’Ivoire
Responsibility isn’t words. It’s action.
The same year the solar panels were installed on the roof, we launched a CSR project in Côte d’Ivoire. We established a greenhouse where women from the local community now grow vegetables.
It does more than create jobs. It provides families with a stable additional source of income and contributes to greater financial security in their daily lives.
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 tangible difference.
Recognitions along the way
Taste awards, design awards, certifications
We don’t make chocolate to win awards. But when they come, they confirm that we’re on the right track.
Taste. Persian Perry: silver at the International Chocolate Awards 2014 (flavoured white chocolate). Grainy Sue: bronze that same year for the innovative use of spelt and oats. The gift boxes were honoured 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 recognised for her flavour profile.
Design and digital. In 2017, the webshop won E-Commerce Site of the Year at the Awwwards and was named Site of the Day. That same year, we won Website of the Year at the CSS Design Awards, along with awards for UI, UX and Innovation for the unwrapping concept. The first time Danish premium chocolate received this kind of 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 our name from Simply Chocolate to SIMPLY®. Not because the chocolate changed, but because we wanted to encompass more than that: protein bars, bites, and everything that was yet to come.
New logo. New design. Same way of working. Keep it simply.
Mystery bags to combat food waste
Too Good To Go
In July 2024, we began working with Too Good To Go. Surplus chocolate from our factory in Kastrup is packed into surprise bags and sold directly through the app, at a significantly lower price than in stores.
It’s sustainability that works both ways: better for the planet, better for consumers, and gives us the freedom to experiment. When a new flavour combination doesn’t become an instant hit, it doesn’t end up in the bin. It ends up in a surprise bag.
December in golden green
Advent calendar and Golden Ticket
Every December, we pack our favourites into 30 little doors. A little something extra to make the wait more enjoyable. The advent calendar has become a family tradition in Danish households.
In 2025, we added 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: no kadaif, but creamy pistachio instead—and 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 carry-on luggage. It remained on SAS’s shelves until 2020.
Since then, SAS has chosen us for chocolate served aboard their flights worldwide — no longer just one bar, but a broader selection for their global routes.
In 2026, SAS chose us again for their 80th anniversary. We delivered branded bars specially designed for the occasion. This is the kind of validation we value most: a customer from our early years choosing us again when they themselves reach a milestone.
What’s next?
We still produce from our factory in Amager. We still eat our own chocolate. And we’ll never let go of Cocoa Horizons, the solar panels on the roof, or our belief that good chocolate should taste like good chocolate—not marketing.
The story continues. Visit our Chocolate Factory Store in Kastrup or find your nearest retailer.
Natural ingredients. Authentic taste.
At Simply, everything starts with the ingredients. 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—but because it’s the only way to achieve the right taste.
When nature decides
Real ingredients don’t behave the same way every time. Cocoa varies. Nuts vary. Flavors develop. We don’t see it as a challenge, but as a mark of quality. This is where character emerges.
That’s why we adjust our craftsmanship. Not our ingredient list.
Craftsmanship over shortcuts
When you remove artificial aids, everything else has to meet a higher standard. Precision. Timing. Experience. That is exactly where we focus.
Freshness comes at a price—and offers an advantage
Our chocolate isn’t made to last for years. That’s 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 are pure, balanced & undisturbed.
Therefore
Because flavor shouldn’t be manipulated.
It should be created.
