Seroogy's Chocolates

What Seroogy's Chocolates does

Seroogy's Chocolates is a fourth-generation, family-owned chocolate manufacturer founded in 1899 and headquartered in De Pere, Wisconsin. The company produces hand-crafted, small-batch chocolates and confections — including meltaway bars, truffles, caramels, fudge, Snappers, chocolate-covered nuts and fruits, English toffee, pretzels, popcorn, and seasonal novelty items — sold primarily direct to consumers through two physical retail locations in Wisconsin (De Pere headquarters and Ashwaubenon) and a Shopify-powered e-commerce storefront serving customers nationwide.

Revenue is generated through unit-priced direct sales across a wide price ladder: novelty pieces from $0.55, individual bars at $2.00, gift boxes from $31.99 to $99.99, and premium towers up to $210.99. Seroogy's also operates a fundraising channel offering 50% profit on chocolate bars and 40% on coffee to schools, churches, sports teams, and youth organizations, and accepts corporate gifting orders. All production is positioned as hand-crafted using time-honored recipes that "cannot be automated or mass-produced," positioning the firm in the premium hand-crafted segment of the U.S. confectionery market.

The technology stack is conventional small-business e-commerce — Shopify for the storefront, an email newsletter for top-of-funnel engagement, and standard website content for bottom-of-funnel conversion. Distribution is exclusively direct-to-consumer (no wholesale, foodservice, or third-party retail partnerships disclosed), and the operating footprint remains concentrated in northeast Wisconsin despite references to fundraiser-driven reach "across Wisconsin and beyond." The firm is privately held with no disclosed external funding, no public ticker, no parent company, and no M&A activity on record.

Name

Seroogy's Chocolates

Legal name

Seroogy's Chocolates

Website

https://seroogys.com

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

51–100 employees

Short description

Seroogy's Chocolates is a fourth-generation, family-owned Wisconsin chocolate manufacturer founded in 1899, producing hand-crafted meltaways, truffles, caramels, and fudge sold through two Wisconsin retail locations and a national Shopify e-commerce storefront.

Ownership category

akta.pro rank

Product category

Specialty Chocolates

NAICS

Chocolate and Confectionery Manufacturing (31135), Confectionery Manufacturing from Purchased Chocolate (311352), Confectionery and Nut Retailers (445292)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chocolate & Chocolate Confectionery (CRADABAA)

akta.pro secondary industries

Chocolate & Candy Snacks Manufacturing (AFAKAIAM), Chocolate & Confectionery Shops (THAFAGAD), Specialty Food Gift Shops & Hampers (CRAHAGAN)

Keywords

• Handmade chocolate candy
• Specialty chocolate confections
• Chocolate gift boxes
• Meltaway chocolate bars
• Chocolate fundraising program

Headquarters

HQ city

De Pere

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Revenue generated through direct sales of hand-crafted chocolates and confections via e-commerce storefront and physical retail locations in Wisconsin.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Seroogy's Chocolates manufactures and sells hand-crafted chocolate confections including signature Meltaway Bars, premium truffles, English toffee, caramels, fudge, Snappers, chocolate-covered nuts and fruits, gift boxes, seasonal/occasion assortments, sugar-free assortments, and coffee. Products are sold through two Wisconsin retail locations (De Pere headquarters and Ashwaubenon) and a Shopify e-commerce storefront, supplemented by a fundraising program for community organizations.

Product overview

Seroogy's Chocolates is a fourth-generation Wisconsin chocolate company in business since 1899, offering a diverse portfolio of hand-crafted chocolates and confections. The product line centers on signature Meltaway Bars in numerous flavors, alongside gift boxes ranging from 1 lb to 4 lb assortments, premium truffles, Snappers, caramels, and fudge. Additional offerings include chocolate-covered nuts and fruits, coffee and beverages, chocolate pretzels, ginger confections, popcorn varieties, foiled chocolates, shaped chocolates, and sugar-free options. The company also operates a fundraising program for schools and organizations. All products are hand-crafted using time-honored recipes with an emphasis on quality ingredients and craftsmanship that cannot be automated.

Differentiator

Problem solved

Functional benefit

Products and services

• Meltaway Bars Hand-crafted signature chocolate bars with a meltaway texture, sold individually (typically $2.00 per bar) and available in numerous flavors for individual consumers and gift purchases.
• Assorted Chocolates Gift Boxes Pre-packaged assorted chocolate gift boxes ranging from 1 lb to 4 lb sizes, positioned for personal gifting, holidays, thank-you gestures, and corporate gifting.
• Truffles Premium hand-crafted truffles with dense chocolate, amaretto, hazelnut, and other centers, encased in a thick milk or dark chocolate shell, sold to individual consumers.
• Snappers Chocolate-covered snack pieces available in Original (pecan), Cashew, and Mixed varieties, sold as gift-box products for individual consumers.
• Caramels Hand-crafted caramel products including chocolate-covered caramels, sea salt caramels, and caramel bars, sold to individual consumers for self-purchase and gifting.
• Hand-crafted Fudge Hand-crafted fudge products, including Classic Butter Fudge, sold to individual consumers at retail and online.
• English Toffee Premium hand-crafted English toffee candy, sold to individual consumers as a standalone product and as part of gift assortments.
• Chocolate Covered Nuts Hand-crafted chocolate-covered nuts (almonds, pecans, cashews, peanuts, macadamia nuts, pistachios, and gourmet nut mixes), sold to individual consumers at retail and online.
• Chocolate Covered Fruit Hand-crafted chocolate-covered fruits including cherries, apricots, raisins, and fruit medleys, sold to individual consumers.
• Coffee and Beverages Fresh roasted coffee in unflavored and flavored varieties, plus hot chocolate and other beverages, sold to individual consumers and offered through the fundraising program.
• Chocolate Pretzels Hand-crafted chocolate-covered pretzels in multiple sizes and styles, including dark chocolate and peanut butter varieties, sold to individual consumers.
• Ginger Bits and Ginger Thins Hand-crafted ginger-based confections including ginger bites and ginger thins, sold to individual consumers.
• Popcorn Hand-crafted popcorn products in varieties such as caramel corn, cheddar cheese, movie theater, cinnamon bun, and other specialty flavors, sold to individual consumers.
• Foiled Chocolates Individually foil-wrapped chocolate pieces in shapes such as hearts and stars, sold to individual consumers for gifting and seasonal occasions.
• Chocolate Shapes Hand-crafted chocolate shaped into novelty forms including animals, holiday-themed shapes, Wisconsin symbols, and other themed items, sold to individual consumers.
• Sugar Free Assorted Chocolates Sugar-free chocolate assortment packaged as a gift box, targeted at customers with dietary restrictions who still want Seroogy's hand-crafted confections.
• Fundraising Program A fundraising program for schools, churches, sports teams, and youth organizations, offering 50% profit on chocolate bars and 40% on coffee, with specialist support, that has helped community groups raise millions of dollars.
• Seroogy's Gift Cards Digital gift cards available in various denominations, redeemable through Seroogy's e-commerce site and retail locations, for gifting to individual consumers.

Quantifiable outcome

• Millions of dollars raised through fundraising program across Wisconsin and beyond

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hershey's: Largest U.S. chocolate manufacturer with broad product line spanning bars, gift boxes, and seasonal items; comparable to Seroogy's on product category but operates at industrial scale and mass-market price points.
• Ghirardelli: Major American premium chocolate brand with broad product assortment (squares, bars, gift boxes) sold through mass retail, food service, and own stores; comparable to Seroogy's on product category and gifting but operates at much larger scale.
• Lindt & Sprüngli: Global premium chocolate company with a wide assortment of truffles, bars, and gift boxes, including a substantial U.S. retail presence; comparable to Seroogy's on premium gifting chocolate positioning and assortment breadth.

Direct peers

• Vosges Haut-Chocolat: Premium craft chocolate brand selling truffles, bars, and gift boxes through its own e-commerce site and boutiques; comparable to Seroogy's on premium chocolate assortment and gifting focus, with broader national reach.
• Sweet Shop USA: U.S. manufacturer of handcrafted chocolates, truffles, and confections sold to fundraising organizations, retailers, and consumers; directly comparable to Seroogy's on craft chocolate assortment and the school/organization fundraising channel.
• See's Candies: Iconic American boxed-chocolate and confectionery company with a heritage brand, in-store retail shops, and a tradition of homemade-style chocolates; most direct comparable to Seroogy's in product, channel, and brand-led premium positioning.
• Compartés Chocolatier: Los Angeles-based craft chocolatier selling premium chocolate bars, truffles, and gift assortments through its own e-commerce store and retail locations; comparable to Seroogy's on craft positioning, e-commerce-led DTC model, and gifting assortment.
• Lake Champlain Chocolates: Vermont-based craft chocolate maker selling truffles, bars, and gift boxes through retail, wholesale, and e-commerce; comparable to Seroogy's on small-batch, regional-heritage, premium gifting positioning.
• Fannie May Candies: Midwestern heritage boxed-chocolate brand with retail storefronts and a long operating history; directly comparable to Seroogy's on craft positioning, gift-box assortment, and regional brand-loyalty model.
• Rocky Mountain Chocolate Factory: Specialty chocolate retailer and franchisor selling premium chocolates, fudge, and caramel apples through company-owned and franchised stores; comparable to Seroogy's on handmade confection assortment and storefront-plus-e-commerce model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seroogys

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Seroogy's Chocolates