The new Whit’s Frozen Custard on Ocean Boulevard on Siesta Key is a true family business.

The franchise is owned and operated by the Fineberg family — Larry and Julie and their three sons, Matthew, Drew and Jason.

“My three sons are running the business,” the proud father said. “Matthew has run a business before. Drew is an attorney, and Jason is a driven entrepreneur. This Whit’s will be the first of several locations. We hope to open more in the Sarasota area.”

All call Sarasota home now, but the family’s roots are in Buffalo, New York, where frozen custard is prized. Anderson’s Frozen Custard, Larry explained, is a well-known and beloved institution in the western New York community on the shores of Lake Erie.

The family of five made the move to Sarasota in 2004, but those fond memories of custard have remained. Now, they’re eager to share the special dessert with the Siesta Key region that the family has called home for the past 22 years.

“The boys went to school in the Northeast, but they came back here. We’re so excited to bring Whit’s to Siesta Key,” Larry said.

He is convinced that one taste will make a believer out of any ice cream fan.

The Whit’s name is well known to Midwesterners and residents of Southern states who love the creamy custard taste that Fineberg wants everyone to know is different from ice cream.

“Custard,” he explained, “is a richer, creamier product. Eggs are the key.”

Whit’s Frozen Custard, he noted, has more than 300 flavors to choose from.

Whit’s Frozen Custard can be found in 11 states, including Alabama, Florida, Georgia, Kentucky, Michigan, North Carolina, Ohio, South Carolina, Tennessee, Texas and West Virginia. The brand, which originated in Granville, Ohio, in 2003, is now headquartered in Independence, Kentucky.

With more than 100 Whit’s locations dotting the map, the Siesta Key shop is the first in Sarasota. There are 23 Whit’s locations in Florida.

Whit’s vanilla and chocolate custards are naturally gluten-free. They are made fresh daily, and each week there is a new flavor of the week, along with a flavor of the day. Customers can select vanilla, chocolate, the flavor of the week or the flavor of the day. There are 15 gluten-free flavors of the week to choose from.

Known for its scoops, Whit’s invites customers to choose one or two scoops of vanilla, chocolate, the flavor of the week or the flavor of the day. Scoops can be enjoyed in a cup, cake cone, waffle cone or dipped waffle cone.

Other Whit’s favorites include:

• The Whitser: A Whitser combines the customer’s choice of custard and toppings, mixed. The first topping is free. It is available in mini, small, medium and large sizes.

• Whitties: The customer’s choice of custard is sandwiched between two cookies.

• Shakes: The customer’s choice of custard is mixed with milk and toppings. Shakes are available in small, medium and large sizes.

• Sundaes: Customers choose a custard flavor and add toppings. Specialty sundaes include Caramel Apple, Cool Coffee, Raspberry Railroad, Grasshopper, Hawaiian Luau, Mud Pie, O’Henry George, Peanut Butter Madness, Goodness Gem and Brownie Delight. Classic sundaes include Banana Split, Strawberry Shortcake and Brownie Blitz.

• Floats: Vanilla custard is mixed with the customer’s choice of soda.

Whit’s “shareables” include pints and quarts of custard, as well as small and large custard cakes.

Whit’s toppings

Favorite toppings include butterscotch, chocolate flakes, chocolate syrup, hot caramel, hot fudge, marshmallow, mint, mocha and peanut butter.

Fruit selections include apple, banana, banana syrup, Bing cherry, blueberry, pineapple, raspberry and strawberry.

Nut selections include almonds, cashews, chopped nuts, macadamias, pecan halves, pecans, Spanish peanuts and toasted coconut. Malt powder is also available.

Candy selections include Butterfinger, cookies and creme, gummi worms, Heath Bar, M&M’s, Reese’s Cup, Reese’s Pieces and Snickers.

Other additions include brownies, candy eyes, cheesecake, cookie dough, sprinkles and whipped cream.

Whit’s also offers a special kid’s menu that includes a cup or cake cone; a waffle cone, dipped or plain; a “Dirty Worm,” featuring vanilla custard, cookies and creme and gummi worms; and “Fish Bait,” featuring vanilla custard, gummi worms and cookie dough.

A photo booth offers families and friends a chance to remember their visit.

The new Whit’s Frozen Custard is located at 5147 Ocean Blvd. on Siesta Key. It is open noon to 10 p.m. Sunday through Thursday and noon to 11 p.m. Friday and Saturday. Call 941-906-9719 or visit the Whit’s Frozen Custard website for more information.