Mallow & Marsh launch Mini Mallows

May 23, 2024

In a move to broaden its confectionery offerings, Mallow & Marsh, the premium mallow confectioner, has introduced its latest product range: Mini Mallows. These new bite-sized treats, encased in smooth Belgian Fairtrade chocolate, promise to deliver the same indulgent flavours as the brand’s well-known full-sized bars.

Expanding on their existing array of mallow bars and sharing pouches, the Mini Mallows cater to consumers who prefer smaller, more manageable portions. This launch follows research conducted by Mallow & Marsh, which revealed that half of their customers favour bite-sized snacks over traditional bars. Additionally, a substantial 96% of respondents found the smaller treats appealing, with 59% rating them as very appealing.

The Mini Mallows come in two flavours: the classic Milk Chocolate over Vanilla and a new offering, Milk Chocolate over Salted Caramel. The latter is expected to resonate with consumers seeking a nostalgic taste with a modern twist.

Jonathan Burr, the Commercial and Marketing Lead at Mallow & Marsh, expressed enthusiasm about the new product line, stating, “Our consumer research highlighted the desire for smaller, bite-sized treats, so we’re thrilled to be launching our Mini Mallows range to embrace this trend. Nearly half of our respondents indicated they would purchase the Mini Mallows in addition to a chocolate bar within four weeks, suggesting strong potential for incremental sales.”

Based in Harrogate, Mallow & Marsh prides itself on creating unique, indulgent treats. Their mallows, crafted in Yorkshire, are known for their distinctive texture and classic flavours. Made with high-quality ingredients, including Belgian Fairtrade chocolate, the products are free from artificial colours, flavourings, and palm oil.

This launch follows a recent brand refresh for Mallow & Marsh, which shifts the focus from health-conscious options to premium indulgence. The Mini Mallows range (RRP: £1.35 for 36g) is set to hit the shelves in mid-June, available at Asda, Amazon, and directly through the Mallow & Marsh website. The Milk Chocolate over Salted Caramel flavour will also be stocked in select Asda stores nationwide.

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