Liz Parker Kuhn: What are some consumer trends/behaviors in the marshmallow category?

Jordan Mann: Marshmallows aren’t just for s’mores; there’s truly an occasion for the versatile Jet-Puffed portfolio to shine no matter the time of year! 

Seasonal flavors and shapes have been popular for many years, but have really taken off over the last year as consumers continue to seek convenient and inexpensive ways to make holidays special and sweet for their families. We saw growth on our bunny-shaped marshmallows in Easter, the pumpkin spice marshmallows in the fall, and now our snowman French vanilla marshmallows as we head into the winter holidays.   

There’s also a rise in consumers seeking contrasting texture in their sweet treats, which is where our marshmallow bits have seen significant growth over the last year.  

LPK: How does Jet Puffed work to keep up with current consumer interests? What about keeping your finger on the pulse of emerging consumer taste trends?

JM: Our consumers are truly some of the most creative and innovative people on the internet.  We’ve seen viral trends like a “lazy s’more” made by dipping chocolate into our marshmallow creme and roasting over a fire, a “cookie” made by baking a jumbo marshmallow in the oven, and even decorating jumbo marshmallows instead of hardboiled eggs for Easter!  

We have a team dedicated to tracking these types of online conversations, and engaging with and creating content that inspires other consumers to get creative with our products in unique and unexpected ways. Consumers can follow our social channels on Instagram and TikTok for regular recipe updates, and we even commercialized a “Dip + Decorate” kit for Easter 2024 to help consumers celebrate! 

LPK: Any notable innovations in the marshmallow category that you are seeing?

JM: We expect the trend of novel flavors and textures to continue, along with products like our marshmallow creme that offers enhanced convenience for consumers seeking easy ways to treat their family and friends.  

LPK: Do you have any recent or upcoming marshmallow launches to share? Anything upcoming in late 2025/early 2026?

JM: We do have some exciting plans for Jet-Puffed ahead of s’mores season in 2026!  Keep an eye out. 

LPK: What’s your personal favorite Jet-Puffed product/flavor to enjoy?

JM: A hard question because the portfolio is so broad, but I think the hidden gem of Jet-Puffed is the marshmallow bits. They add a perfect amount of sweetness and crunch to ice cream (or when eating them by the handful!). 

Kraft Heinz Co. is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.