The main rivals to Rich’s within both the market for Coffee Substitute and the issue of Danish Trade Cards were Danmark’s. The company produced a comparably modest 38 series (compared to the 62 by Rich’s) and, with a few exceptions, their cards and albums are more difficult to find than those of Rich's.

Danmark’s began issuing sets in 1925 as a direct response to those produced by Rich’s. However, unlike Rich’s, there was not a "standard" size to the cards as there was a small variation in the dimensions of each series. Many of the early series employed differing and quite novel artwork which was in marked contrast to the more realistic style of the Rich’ cards. Few of the pre-album series have survived in great numbers with, perhaps, the unrepresentative "Signaler" series being those most commonly found in Britain.

During 1932 Danmark’s once again followed the lead provided by Rich’s and began to produce album series. The first of these ("Danmark’s Born") was typical of their independent outlook but may not have proved popular with the public. Certainly both the album and cards from this series are rarely seen these days.

In an attempt to regain lost ground, Danmark’s then turned to Germany for their next few productions with "Guld-Films-Billeder" and "Flag Serie" being almost straight copies of their German equivalents. Just before the outbreak of the Second World War the company issued a set of 98 black & white photographic cards of animals. No album was issued and the cards themselves are quite rare.

Album production after the war continued up until the mid 1960s and, where Rich’s had Disney, Danmark’s focussed on cards featuring Bonzo and Lawson Wood designs. Three such albums were issued (in 1938, 1951 and 1963) each containing a mixture of original images and ones previously issued in the German "Lustige Bilder" series.

In similar fashion to Rich’s, the final Danmark’s series produced in 1969 ("Danske Fugle") featured Birds and did not have an album to accompany it. However, a poster was issued by the company on which to display the cards. Very few specimens of this poster have survived through to the present day.