First it was popcorn - now marshmallow is getting a sophisticated makeover from a growing number of artisan food producers.
Among the suppliers exhibiting premium marshmallows at this week’s Speciality & Fine Food Fair at Olympia was Copper & Cane, which has launched the Eat Toast Dunk Me range of handmade products designed to appeal to adults. The packs of 14 marshmallow cubes (rsp: £3.95) are sold in flavours including rosewater and cardamom, dark chocolate, cinnamon spiced pumpkin, chai spices and toffee apple.
Founder Hazel Wright, who set up the business just 10 weeks before the fair and is looking for distribution for the range, said their popularity was rooted in the trends for indulgent treats, nostalgia and sharing.
“People are going back to things they remember but want flavours to be brought up to date - and marshmallows are versatile as a base,” she said.
Also exhibiting at the fair was Leeds-based Art of Mallow, which has just redesigned its packaging and introduced a minted chocolate chip flavour and Welsh supplier Bonny Confectionery, which produces marshmallows including Melts that can be used to flavour coffee and hot chocolate, and marshmallow pops on a stick.
Marshmallow could be a strong fad but was unlikely to enjoy the long-term or sizeable growth of popcorn and cupcakes, said Claire Nuttall of branding agency Thrive. “But I can easily see a number of brands launching into it and achieving some good business,” she added.