Mallow & Marsh

Mallow & Marsh’s range has won widespread nationwide grocery listings for its range

Own-label confectionery maker Serious Sweets has continued its acquisition spree with the takeover of premium marshmallow brand Mallow & Marsh.

It is the third deal in just more than a year for the Harrogate-based company following the 2022 acquisitions of honeycomb brand Mighty Fine and traditional confectioner Mr Stanley’s.

Founded in 2013 by Harriot Pleydell-Bouverie, Mallow & Marsh has gained widespread listings for its range of marshmallow bars and sharing pouches, including with Tesco, Sainsbury’s, Asda, Waitrose, Whole Foods and Boots.

Serious Sweets founder and MD Rob Whitehead said: “We’re delighted to bring Mallow & Marsh into the family and continue the journey that Harriot and the team have brilliantly led.

“The opportunity for premium confectionery sits firmly with consumers’ track record of demanding the very best as a little pick-me-up, through good times and bad. Mallow & Marsh really helps us to deliver that with their lighter treats. We can’t wait to support all our brands and reach further afield over the next few years.”

Pleydell-Bouverie added “This transaction marks an exciting milestone for Mallow & Marsh as we capitalise on the ongoing demand for lighter treats that deliver on quality and indulgence.

“After an incredible journey, I’m proud of the role Mallow & Marsh has played in bringing premium marshmallow into the mainstream and the growth we’ve achieved through the efforts of a passionate and hardworking team.

“We firmly believe that in Serious Sweets we’ve found a partner that not only shares our ambitions, but also our values, and we’re delighted they are committed to continuing this journey with us.”

Serious Sweets supplies the major retailers and the foodservice industry with a range of private label fudge, toffee, marshmallows, brittles and butterscotch.

It also owns the Ultimate English Confectioners of Harrogate brand and a DTC letterbox subscription service, Stirrd.