The Brownie Reinvented


The Seth Greenberg Story

Seth Greenberg baked great brownies, the best in New York, the media repeatedly agreed. But his daughter ate only the crispy edges. “Brownie heaven!” she called them. Seth’s father, William Greenberg, Jr., had baked great brownies. In fact, everything William Greenberg had baked was great. His cheesecake had been hailed as “the standard by which all others are judged.” His apple pie was honored by The New York Times as the best in the city, bar none.

In 1946, fresh from The Army, where he served 6,000 meals daily, William founded William Greenberg, Jr. Desserts in Manhattan and it became a New York institution. Seth joined his father in 1977. Since then, he’s baked for such NY celebrities as Rudy Giuliani, Estée Lauder and Bill Clinton; however… as he watched his daughter break off and enthusiastically eat the crispy edges of the brownies he’d learned to bake at his father’s elbow, Seth remembered that as a boy he’d done the same with William’s brownies. Perhaps it was time to rethink the very concept of the brownie.

The result? The Brownie Reinvented! It consists entirely of those crispy edges and it’s called BROWNIE CRUNCH.     

It might have been called “Brownie Heaven.”  
Enjoy out of the bag, crushed over ice cream, or just with a glass of milk!


A Southwest Tale

When all those around him said, “What? A spicy brownie?”
Seth Greenberg said, “Of course!”

Seth is the second generation upholder of the Greenberg family (New York’s famed William Greenberg, Jr. Desserts) baking dynasty, and is the master creator behind what his manufacturing team has dubbed “The Brownie Reinvented.” With Brownie Crunch, a crispy crunchy cracker, Seth perfectly captured and packaged what most people believe is the best part of a brownie, that crust that forms around the sides of the pan during baking.

When you’ve developed a new and exciting snack food product like Brownie Crunch, where do you go from there? The answer to that question came from a trip to an unusual place. In a Mexico City restaurant where he was dining with friends, Seth ordered an entrée of roast chicken in a savory mole sauce. The dish turned out to be both memorable and inspiring. The combination of chocolate and sharp spices tickled Seth’s taste buds and his imagination as well. It seemed natural to Seth that there was a place for spice in the brownie space. After perfecting the combinations of piquant flavors with the secret Brownie Crunch recipe, Seth Greenberg’s “Authentic Southwest Brownie Crunch” was born, the perfect addition to the New York lineup of flavors.

Southwest Crunch’s spicy chocolate richness goes great with a glass of milk,
a cold beer or your favorite cocktail… an amazing taste.”