The marshmallows are made with organic sugar and all-natural ingredients. At 70-90 cal. per serving, the gluten-free, clean-label marshmallows promise to reduce guilt for consumers concerned about health and wellbeing.

"At Sonoma Brands, we seek to adapt to ever-changing consumer needs and cravings by invigorating sleepy categories, such as the $36 billion confectionery space," says Jon Sebastiani, founder of Sonoma Brands.

He's already done that once with KRAVE, taking an unassuming snack like jerky and turning it into a trend-building success that was acquired early 2015 by The Hershey Co. This time, Sebastiani is turning to marshmallows.

"As an avid marathon-runner, I've often found myself indulging in a marshmallow or two from my cupboard when I needed a sweet fix, as a 'better-for-you' and fat-free option. Then on a trip to Paris, I was struck by the fact that bakeries in Europe have decadent marshmallows on display, alongside macarons and other gourmet treats," he says. "I knew then that we, at Sonoma Brands, could reintroduce the classic American Marshmallow in a fun, delicious and healthier way, taking it far beyond traditional s'mores."

Guided through development by Sebastiani's vision and winning formulas, the snackable marshmallow brand will make its exclusive retail launch at Sprouts stores nationwide, followed by a wider West Coast launch in other retailers later this year.

SMASHMALLOW will offer up seven flavors: Cinnamon Churro, Strawberries & Cream, Espresso Bean, Mint Chocolate Chip, Toasted Coconut Pineapple, Meyer Lemon Chia Seed and Root Beer Float.