Seroogy’s debuts Horchata Meltaway Bar

October 5, 2026

DE PERE – When Seroogy’s Chocolates Customer Service & Sales Lead Danny Treminio first tasted a horchata-inspired chocolate bar from another company, he said something was missing. 

Treminio said it didn’t taste like the horchata he grew up drinking.  

Rather than simply move on, he said he brought the idea for a more authentic horchata chocolate to the Seroogy’s production team, which resulted in the Horchata Meltaway Bar being born.  

Now, the chocolate company has announced the launch of the new product Sept. 15 in celebration of Hispanic Heritage Month, with the bar being available through Día de los Muertos, Nov. 2.  

“I thought, if anyone could make an horchata bar that actually captures those flavors, it would be Seroogy’s,” Treminio said. “I wanted to create something that would make people from the Hispanic community feel seen and thought of, while also giving people who have never tried horchata a chance to experience something new.” 

The result, he said, is a “creamy white chocolate meltaway center infused with cinnamon, vanilla and toasted rice, all enrobed in white chocolate and finished with a dash of cinnamon.” 

Treminio said he also helped bring the story to life on the wrapper, hand-drawing design elements inspired by Hispanic heritage and culture. 

Inspired by his parents’ Mexican and Nicaraguan influences, as well as other Hispanic traditions, he said the design incorporates vibrant colors and elements influenced by traditional dresses, flowers and Talavera tile patterns found in traditional homes. 

Treminio said he also included a resplendent quetzal, a bird native to Nicaragua, as a personal nod to his heritage. 

“Our employees and the people we serve are at the heart of Seroogy’s, so this project feels especially meaningful,” President Martha Seroogy said. “Danny brought us an idea that was personal to him, and we were excited to give him a voice in bringing it to life. We’re proud to celebrate Hispanic heritage through something we do best – making chocolate – while also giving back to a local program supporting families right here in Green Bay.” 

A portion of sales from the Horchata Meltaway Bar, Martha said, will support La Escuelita Early Childhood Program of Casa ALBA Melanie, a bilingual and bicultural program serving children ages three and four and their parents or caregivers.  

Martha said the limited-edition Horchata Meltaway Bar will be available at Seroogy’s De Pere and Ashwaubenon retail locations, online at seroogys.com and by phone at 1-800-776-0377, while supplies last.