Taste History: This De Pere Family Has Been Making Chocolates With Original Recipes Since 1899

• Attraction: Seroogy’s Chocolates
• Location: 144 N Wisconsin St, De Pere, WI 54115
• Industry: Candy Store
• Website: https://seroogys.com/

When a chocolate shop survives and thrives for over a century, you know there’s something magical happening behind those doors.

Seroogy’s Chocolates recently celebrated its remarkable 125th anniversary in 2024, making it one of Wisconsin’s most enduring sweet traditions.

Founded in 1899 by three Seroogy brothers—Joe, Jim, and Sol—this family-owned confectionery continues to operate under the same commitment to quality that started it all. The current generation still follows the original recipes and methods handed down through three generations, creating small batches of confections with only the highest quality ingredients.

Step into their De Pere location and you’ll discover why generations of Wisconsin families have made Seroogy’s their go-to destination for exceptional chocolates.

Their stores are among the largest candy shops in the Midwest, proudly holding the Green Bay Press Gazette Best of the Bay Best Gift Shop award for multiple consecutive years. Whether you’re treating yourself or searching for the perfect gift, this chocolate wonderland delivers an experience that’s as rich as their famous meltaways.

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Signature Chocolates & Must-Try Treats

Legendary Meltaways: The crown jewels of Seroogy’s collection, these feature a smooth, rich whipped chocolate center drenched in the finest milk or dark chocolate for true melt-in-your-mouth magic.

Available in bite-sized pieces or 1.75-ounce bars, flavors range from basic chocolate to almond, mint, peanut butter, and the standout mocha variety. These meltaways have become so iconic that they’re the go-to choice for school fundraisers throughout the Green Bay area, creating nostalgic memories for generations of locals.

Chocolate-Covered Potato Chips: You’ll find this perfect combination of sweet and salty nowhere else—crisp potato chips dipped in milk or dark chocolate, creating an amazing treat that customers rave about. Available in both milk and dark chocolate varieties, this unique offering showcases Seroogy’s innovative approach to combining unexpected flavors.

Snappers and Turtles: Their snappers contain the same delicious ingredients as traditional turtles, but the nuts are completely enrobed in chocolate rather than sticking out the bottom. These hand-dipped delights feature pecans and cashews in perfect harmony with rich chocolate.

Specialty Confections: The extensive selection includes toffee, caramels, fudge, nut clusters, and an impressive array of hand-dipped chocolate candies. Don’t miss the dark chocolate-covered angel food candy that melts in your mouth, or the white chocolate ginger snaps that are absolutely divine.

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Their chocolate counter also features flavored fudge, truffles, chocolate raisin and dried fruit clusters, creams, and some of the largest holiday treats you’ll find anywhere.

Sugar-Free Options: For those who can’t have sugar, Seroogy’s creates delicious sugar-free chocolates and candies that satisfy cravings without compromise. They offer sugar-free meltaways, clusters, and an assorted mix of hard candies.

Store Experience & Atmosphere

Samples Galore: Free samples are plentiful throughout the store, allowing you to taste both chocolates and their freshly roasted coffee before making your selections. This generous sampling policy means you can discover new favorites during every visit.

Historic Setting: The candy store is housed in a charming 1929 building that reeks of nostalgia with something for everyone. Walking through the doors feels like stepping back in time while indulging in timeless treats.

Fresh Coffee: Seroogy’s roasts gourmet coffee on-site, creating the perfect pairing for their chocolates. You can wash down your chocolate selections with their fresh roasted coffee for the ultimate indulgent experience.

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Wisconsin Merchandise: The gift shop features great collectibles, holiday items, and a huge variety of Green Bay Packer merchandise. You’ll also find local Wisconsin items, garden decor, and Door County cherry and coffee products, making it a one-stop shop for Wisconsin-themed gifts.

Practical Considerations

Pricing & Value: For the quality of chocolate you receive, prices are quite reasonable—$16.75 for one pound of mixed chocolates and $1.50 each for meltaway bars. While the prices reflect the premium quality, you truly get what you pay for in terms of exceptional taste and craftsmanship.

Gift Services: They’ll include your personal message with each gift at no additional charge, and products ship directly from their facilities without passing through distributors. Many customers have been giving Seroogy’s assorted chocolate gift boxes to family and friends for over 20 years, making holiday shopping effortless.

Accessibility: The store is open Monday through Thursday 9:00 am to 9:00 pm, Friday and Saturday 9:00 am to 6:00 pm, and Sunday 9:00 am to 6:00 pm. They accept credit cards and Apple Pay, with private lot parking available.

Local Institution: For anyone from the Green Bay area, Seroogy’s represents pure nostalgia—every kid growing up here ate their delicious meltaway bars sold for school fundraisers. They’ve had celebrity customers including Former First Lady Laura Bush, who purchased chocolate-dipped apricots, and actor Tony Shalhoub.

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Seroogy’s Chocolates
📍 144 N Wisconsin St, De Pere, WI 54115