Since 1913
Who is Laura Secord?
A Canadian chocolate tradition built on quality, heritage and delight.
1913
The beginning
In 1913, Frank P. O’Connor opened a small candy store in Toronto where he sold hand-made chocolates. He named his store after Laura Secord, the Canadian heroine who was a symbol of courage, devotion, and loyalty.
Laura Secord began as a single shop on Yonge Street in Toronto. O’Connor turned the flat above the shop into a kitchen and prepared his own products. Success prompted the company’s expansion across Ontario and Quebec. In the 1930s, an office was opened in Winnipeg and pharmacies began carrying Laura Secord products.
1950
The becoming
By 1950, there were as many as 96 shops in Ontario and Quebec, and Laura Secord chocolate was a well-established family tradition. Starting in the late 1960s, ownership of Laura Secord changed on several occasions.
2010
The Legacy
As of February 2010, Laura Secord is owned by Jean and Jacques Leclerc, two Quebec businessmen. The current owners belong to a family with over a century of experience in the food-processing industry. Together, the two businessmen possess close to 60 years of industry experience.
With over 70 stores across the country, Laura Secord is Canada’s largest and best-known chocolatier. Laura Secord shops sell a very wide variety of premium-quality chocolates, including dark chocolate, white chocolate, flavoured and pure chocolate and chocolate-covered hazelnuts. Also available are ice cream and other treats such as caramel crunch and chocolate fudge. With over 400 products, Laura Secord continues to use its time-honoured recipes and is as dedicated to quality and excellent customer service as ever.
Our Mission
To delight our customers with exceptional chocolate and ice cream, while creating memorable moments through quality, passion, and care.
Our customers, our people, and our brand are at the heart of everything we do.
Honouring Our Legacy
For more than a century, the Laura Secord name has been part of Canada’s sweetest traditions. Inspired by the courage and determination of Canadian heroine Laura Secord.
Today, we are proud to carry that legacy forward, honouring the woman who inspired our name, the vision of our founder, and the generations who have made Laura Secord part of their celebrations and everyday moments.
As we continue to evolve, we remain committed to preserving what has made Laura Secord special for generations while creating new traditions for those to come.
Our Values
Creating moments of happiness
Honouring our commitment to quality
Offering a memorable customer experience
Cultivating passion and teamwork
Opening the door to innovation that delights our customers
Leaving a warm impression with every visit
Acting with integrity and respect
Transmitting our love for chocolate and ice cream
Ensuring every experience is sweet, memorable, and genuine
A look through the years
