When Seroogy’s Chocolates Customer Service and Sales Lead Danny Treminio first tasted a horchata-inspired chocolate bar from another company, something was missing. It didn’t taste like the horchata Treminio grew up drinking.

Rather than simply move on, Treminio brought the idea for a more authentic horchata chocolate to the Seroogy’s production team. They loved the concept, and what started as an employee suggestion soon became a collaborative development process that resulted in Seroogy’s limited-edition Horchata Meltaway Bar.

Launched Sept. 15 in celebration of Hispanic Heritage Month, the bar will be available through Día de los Muertos on Nov. 2.

For Treminio, the project is about much more than creating a new meltaway flavor. It’s about seeing a piece of his heritage represented on a Seroogy’s shelf, while creating something that helps others feel represented.
“I thought, if anyone could make a horchata bar that actually captures those flavors, it would be Seroogy’s,” said Treminio. “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.”

Bringing a childhood favorite to the chocolate counter

Treminio worked closely with Seroogy’s general manager throughout development, participating in tastings and providing feedback on each batch. Adjustments such as increasing the cinnamon and vanilla helped bring the flavor closer to the traditional horchata he knew growing up.

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

Treminio 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, the design incorporates vibrant colors and elements influenced by traditional dresses, flowers and Talavera tile patterns found in traditional homes. It also includes a Resplendent Quetzal, a bird native to Nicaragua, as a personal nod to Treminio’s heritage. Treminio also consulted family members and others in the Hispanic community to identify meaningful elements and help ensure the illustration was authentic and respectful.

“I wanted the packaging to represent the beauty and diversity of Hispanic culture,” said Treminio. “I hope when someone from the Hispanic community sees this bar and its design, they feel proud and know they were thought of when we created it.”

When an employee’s idea becomes something bigger

The Horchata Meltaway Bar reflects two values at the heart of Seroogy’s: putting people first and being a true partner to the place it has called home for more than 125 years.

For Seroogy’s President Martha Seroogy, that meant giving Treminio the opportunity to share his perspective throughout the development process, while also recognizing the Hispanic culture represented within Seroogy’s workforce and throughout the greater Green Bay area.

“Our employees and the people we serve are at the heart of Seroogy’s, so this project feels especially meaningful,” said Martha Seroogy. “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 sweet way to support early learning

That commitment to community extends beyond the chocolate itself. A portion of sales from the Horchata Meltaway Bar will support La Escuelita Early Childhood Program of Casa ALBA Melanie, a bilingual and bicultural program serving children ages 3 and 4 and their parents or caregivers.

The program encourages bilingual learning, social and emotional development and a love of learning while helping children and caregivers build skills to prepare for formal education, including Head Start, 4K and kindergarten programs.

For Treminio, supporting a program that serves Hispanic families and promotes bilingual education adds another meaningful layer to the project.

“I hope this bar can do two things,” said Treminio. “I hope it brings a little nostalgia and happiness to people who grew up with horchata, and I hope it encourages people who have never tried it to be curious and learn about where it comes from. If someone tries this bar and walks away knowing a little more about Hispanic culture, that means a lot to me.”

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.