Dispatches from Sweets & Snacks Expo 2017

Hammond’s moves into snacking marshmallows

By Oliver Nieburg

- Last updated on GMT

Mellow Snacks line Mellow Fluffs to compete with Sonoma Brands' SMASHMALLOW
Mellow Snacks line Mellow Fluffs to compete with Sonoma Brands' SMASHMALLOW

Related tags Confectionery Vanilla

Hammond’s Brands has introduced snacking marshmallow brand Mellow Snacks, to tap into what it calls a novel category.

The Denver-based company is launching the first Mellow Snacks line – Mellow Fluffs - at the Sweets & Snacks Expo in Chicago this week and is aiming for over $1m sales in its first year.

From drinking to snacking marshmallows

Speaking to ConfectioneryNews at the event, Peter Brown, national account manager at Hammond’s Brands, said: "We already produced marshmallows [under the Hammond's brand] and we had a lot of flavors. We wanted to start a brand and a category around those fun snackable marshmallows."

The company will continue to sell the Hammond’s marshmallows, but targets growth in snacking with Mellow Snacks.

"The marshmallows we had before were specially for drinks, hot chocolates or coffees, but those are specifically for snacking and are smaller,”​ said Brown,

Two brands in the space

The Mellow Snacks launch comes after fellow US firm Sonoma Brands last year introduced​ snackable gourmet marshmallow brand SmashMallow.

Flavors include Toasted Coconut and Birthday Cake

"We've obviously seen their success, but it's nice there are two brands in this space rather than just one competing in the snacking category,” ​said Brown.

The Hammond’s account manager said retailers could merchandize snacking marshmallows along with cookies, brownies and brittle in the snacks aisle.

Hammond's is targeting retail channels including grocery, mass and speciality stores.

Mellow Fluffs come in six flavors: Toasted Coconut, Birthday Cake, Vanilla Bean, Key Lime, Snickerdoodle and Mocha Latte.

Each 4 oz resealable pack contains four servings of 100 calories each, with a bag retailing at $3.99.

Hammond’s is producing the brand using newly-installed equipment at its Denver facility.

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