Who We Are


Serruya Private Equity (SPE) is a family managed venture group that oversees the investment activities of the Serruya family. The Serruya brothers made their name by building a frozen yogurt empire including the world leading chain, Yogen Früz.

Pioneering the frozen yogurt concept in 1986, in 1995 brothers Aaron, Michael and Simon were named Operators of the Year by Foodservice and Hospitality Magazine and in 1999 Yogen Fruz was rated the number one Franchise in the World by Entrepreneur Magazine.

The Serruya brothers also built Consumer Packaged Goods (CPG) conglomerate Coolbrands International, which became the third largest frozen dessert CPG manufacturer in North America after Unilever and Nestle. Coolbrands owned or held exclusive long-term licenses for a variety of brands, including Eskimo Pie™, Chipwich™, Weight Watchers™, Godiva™, Tropicana™, Betty Crocker™, Trix™, Yoo hoo™, Welch’s™ and others. CoolBrands at one time was the second largest DSD system in the United States.