The people behind the comeback of a popular local chocolate brand expressed openness to discussions about the confection.
Serg’s Chocolate said it will bring back the classic chocolate bars that Filipinos in the ’80s and ’90s grew to love, adding that it is reimagining them as “healthier and better” variants.
The company is inviting Pinoys to join a Facebook group where they can further discuss details about the much-anticipated return of the chocolate bramd.
Serg’s said discussion topics include packaging suppliers, franchising, consulting, distribution, e-commerce, affiliates, influencer and micro-influencer ideas, as well as business strategy and collaboration.
“Let’s transform goodwill into opportunities — and plan the next chapter together,” it wrote in a Facebook post on February 12.
Last month, Serg’s announced that it is making a comeback after delays caused by the COVID-19 pandemic and other circumstances.
The idea came from Randy Ong, son-in-law of the late Sergio Goquiolay, whose father formed Serg’s. Ong said he wanted to revive the brand following inquiries and stories about how the chocolate had impacted the lives of Pinoys.
In January 2025, the brand said it was eyeing a return to the local market by the third quarter “if everything goes well.”
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Serg’s was a local chocolate brand popular in the 1980s and 1990s, a time when locally made chocolates were limited and imported ones were mostly reserved for special occasions such as Christmas and birthdays.
Easily recognizable by its pinstripe wrapper, the chocolate was described as having a “smoother texture” than most chocolates today that was “not too sweet, not sour, or waxy.”
Serg’s produced various chocolate products, including the Serg’s Chocolate Bar, Egg Chocolate, Pralin, Moonbits, Lollipop and Cocoa Powder.
