Seroogy’s Chocolates is a fourth-generation, family-owned Wisconsin confectioner, handcrafting small-batch fine chocolates since 1899.
Known for our signature meltaway bars, time-honored recipes, welcoming customer service, and deep roots in the De Pere community, Seroogy’s is built on generations of quality and craftsmanship—made by real people, with care, using the highest-quality ingredients and traditional methods.
Over four generations in Wisconsin.
Seroogy’s is a continuously operating, fourth-generation chocolate company where the recipes, techniques, and institutional knowledge have been passed down hand-to-hand for over 125 years. A lot of brands tell a heritage story. We live it every day.
Our History
Our founders, James, Joseph, Solomon and George Seroogy immigrated from Lebanon in the 1890s inspired by the promise of “the land of great opportunity”.
In 1899, the brothers opened Seroogy Brother’s Palace of Sweets in Green Bay, Wisconsin – an inviting shop filled with groceries, lunches, ice cream, sodas, and a variety of handmade delicacies.
One day, the brothers made a batch of fudge that quickly sold out. Customers returned again and again for more, inspiring them to focus on confections. From that simple success, Seroogy’s Chocolates was born.
Carrying a family tradition across generations in Wisconsin.
Joseph’s son Alfred carried the candy-making tradition forward, moving the business to North Broadway in De Pere.
He faithfully preserved his father’s recipes and methods, crafting each batch the same way the founding brothers had taught him.
In 1980, Alfred’s sons, Jim and Joe, joined the business and carried the family tradition into its next generation.
They relocated production to North Wisconsin Street in downtown De Pere and later expanded with the opening of the Green Bay store in 2008. Jim and Joe also grew Seroogy’s beloved statewide fundraising program and helped shape the company into the well-known Wisconsin tradition it is today.
The fourth generation and beyond.
Seroogy’s Chocolates will always remain grounded in what has mattered most: the finest ingredients, traditional candy-making methods, and old-world customer service.
While the brand has expanded its assortment and thoughtfully integrated modern technology, the recipes, quality, and deep dedication to customers will never change.
For generations of customers, Seroogy’s has been part of holidays, milestones, and family traditions—a level of trust trend-driven brands simply can’t replicate. And at the end of the day, the truth still stands: our chocolate is hand-crafted for moments that matter (and it’s the best darn homemade chocolates, fudge, and meltaways around!)
