Marshmallow sales puff up

Move over cupcakes, there's a new sweetie on the block – the marshmallow. Traditionally used to top our hot chocolates or toasted over a fire, these little fluffy delights are coming back in a big way.

Waitrose reports that downloads of its marshmallow recipes have seen a massive increase of over 300% on with Raspberry and Rose Marshmallow recipe downloads up a whopping 152% and Toasted Coconut Marshmallow recipe downloads rising by 92% on this time last year.

Sales of marshmallows have also increased at Waitrose by a massive 41% on this time last year, as those not so keen on making their own stock up on the fluffy treats. Waitrose Pink & White Marshmallows are actually one of the most popular items in the Waitrose sweetie aisle.

Chris Noel, Waitrose Marshmallow buyer, says, 'At Waitrose, marshmallow sales have soared over the past year. As their popularity grows we've seen a real tend towards gourmet mallows, such as the Baru Marshmallows, which have been a big hit with our shoppers looking for an alternative, adult sweet treat. In fact, we'll be stocking two new flavours from July including dark chocolate with strawberry & coconut and milk chocolate with dark caramel.'

For marshmallow recipes visit: