Are Serg’s chocolates finally making a comeback?

Serg’s Chocolate Bar, Egg Chocolate, Pralin, Moonbits, Lollipop, Cocoa Powder—children in the ’90s surely remember snacking on these beloved treats.

The latest episode of GMA’s “Pinoy Klasiks” on Thursday shared why the local chocolate brand suddenly disappeared despite its popularity, and if there’s any chance it’s making a comeback.

Serg’s Product Inc. was founded in 1954 by Antonio Goquiolay. It was named after his son, Sergio, who eventually led the company.

Randy Ong, son-in-law of Sergio, said the company’s objective was to create a local chocolate product that was suitable to the Philippine climate and could compete with popular American brands.

“Kasi that time ang mga tsokolate na imported is nagme-melt habang hindi pa natitikman or habang hindi pa kinakain, melted na siya kasi it’s a pure cocoa. So ang mismong challenge ni Antonio Goquiolay that time is para magkaroon ng sariling Pinoy na tsokolate na angkop sa mismong klima ng Pilipinas na hindi natutunaw sa kamay mo pero pagdating sa bibig mo, doon malulusaw ’yung tamis ng tsokolate,” said Randy.

The brand became even more popular between the ’80s and the ’90s due to its commercial jingle and tagline that stated: “Serg’s, ikaw pa rin.”

“You know kapag ang isang product mo, nawala, babalik-balikan, hahanap-hanapin ’yan. It’s a brand loyalty. Ang Pinoy is one of the consumers in the world na mayroon silang brand loyalty. Kahit na anong bagay ’yan, ’pag sinabi mong Pinoy, may loyalty,” said Randy.

Toward the end of the ’90s, however, Serg’s was one of the companies hit badly by the Asian financial crisis.

As a result, the company closed in 2001, the same year Sergio suffered a heart attack and died.

But the brand’s loyal fans never forgot to celebrate the chocolate snack that brightened up their afternoons. On Facebook, a fan page for Serg’s Chocolates continues to share photos and other updates that bring back sweet childhood memories.

“I got messages, personal messages, I got stories, mga kuwento ng kabataan nila and stuff,” said Randy. “It shows that you know Serg’s will always be part of the Filipino sweet tooth. So nandiyan ’yung mismong childhood.”

Today, however, it looks like Serg’s will no longer be just relegated to “throwback” posts.

According to Randy, they have set up plans to revive the brand and the well-loved chocolate products.

“Serg’s will come back. I don't know what time, maybe after the pandemic when the time we’ll be able to travel there. I will always bring back, Serg’s will bring back their memories through the Serg’s chocolate products. And I will make sure of that one,” he said.

“In terms of the progress, I’m happy with it. I have the building, the infrastructure where it’s started 1955, where the ancestral home is. I renovated it to be able to accommodate a small manufacturing para lang magkaroon tayo ng Serg’s chocolate,” he added. – RC, GMA News