By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published Mar 26, 2024 at 2:02 PM Photography: Lori Fredrich

Freese's Candy Shoppe officially opens today, March 26, at the Milwaukee Public Market, 400 N. Water St.

The opening – which comes just in time for the Easter holiday – means that guests can indulge in sweets like Freese's signature Chocolate Bunnies and Whipped Eggs, along with favorites like Heavenly Roasted nuts and fairy food.

Their menu also includes items like Sprecher root beer floats, a dipping case filled with Wisconsin-made Chocolate Shoppe Ice Cream.

Families are also welcome to stop in at the Market for photos with the Easter Bunny, who will be making an appearance at the market on Saturday, March 30, from 11 a.m. to 1 p.m. 

Freese’s Candy Shoppe has been family owned and operated since 1928 when Otto Freese opened his retail shop and soda fountain in West Allis. In 1995, the business was purchased by Wendy and Mike Matel, who carry on the family candy-making tradition along with their three children: Sam, Kailey and Madisyn. The Matels added Heavenly Roasted Nuts to their business over 20 years ago and have their products for sale at American Family Field, Wisconsin State Fair, Lambeau Field, and other area attractions.

The Public Market location is the second for the brand, which will also maintain its flagship store at 7312 W. Greenfield Ave. in West Allis.

Freese’s Candy Shoppe is open to visitors daily from 10:00 a.m. until 8:00 p.m., Monday through Saturday, and 10:00 a.m. to 6:00 p.m. on Sundays. Note that the Milwaukee Public Market will be closed on March 31st in observance of Easter. 

Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.