About SchMucks

I've always believed you can take what you do seriously without taking yourself too seriously.

That's probably why, after building a career in finance, I somehow found myself roasting cacao beans, drawing squirrels in blue jeans, and obsessing over making better chocolate.

As a kid I loved Willy Wonka, Milton Hershey, newspaper cartoons, fantasy books, and anything that sparked my imagination. Growing up never changed that — it just gave me fewer excuses to spend time on it.

SchMucks is my excuse.

Today every SchMucks bar is roasted, cracked, winnowed, refined, tempered, wrapped, and probably overthought by me in New Jersey. Murl and his wonderfully strange world come from that very same place — the part of me that never quite bought into the idea that growing up meant growing boring.

Life gives us plenty of reasons to be serious. Chocolate shouldn't be one of them.

Our Ingredients

We keep it simple: cacao nib, cacao butter, and maple sugar. That's it. No corn syrup, no fillers, no nonsense.

We use maple sugar as our sweetener which imparts subtle caramel and vanilla notes. It also has a glycemic index ~50% lower than corn syrup.

Our Cacao Sources

Every SchMucks bar is roasted, cracked, winnowed, tempered, and molded by hand in New Jersey. See how a bar gets made.