Mallow & Marsh unveils new look to target premium positioning

Mallow & Marsh, the premium chocolatey mallow brand, has revealed an exciting brand refresh with distinctive new positioning, communications, a bold packaging update and delicious new flavours.

The move comes as Mallow & Marsh’s extensive consumer research identified a clear gap away from permissible health and within premium indulgence, to better align with the brand’s quality attributes.

The new refresh is part of a £1m investment in the brand and follows its recent investment in its factory capabilities; a move the brand says further reflects its dedication to the outstanding quality of its chocolatey creations.

Jonathan Burr, Commercial & Marketing lead, explained: “We know what makes Mallow & Marsh special and what sets us apart from our competitors – and that is quite simply, our quality. Made with the finest ingredients, including Belgian Fairtrade chocolate, each mallow is crafted and whisked to perfection, offering a unique texture which never fails to surprise and delight with each bite.

“Our brand is for quality-loving foodies who want an uncompromising, fulfilling treat. Mallow & Marsh provides a truly personal, substantial chocolatey indulgence to be savoured. Moving into premium indulgence, therefore, aligns perfectly with all our quality attributes.”

The new packaging celebrates the iconic pink colour, strongly associated with the brand, while updated photography and product names take cues from the premium foodie world.

The outcome is an elevated look and feel that gives the brand a more grown up, sophisticated appearance, whilst clearly communicating indulgence.

The brand refresh will be supported by a heavyweight BTL and ATL marketing campaign celebrating the concept of ‘Pauseworthy Pleasure’.

Hannah Clough, Senior Brand Manager, commented: “There is a huge creative opportunity to celebrate those little moments of joyful indulgence that we rarely make time for. We’ve had fun taking this from pack through to a full OOH and experiential campaign with multi-channel executions across 2024. We hope to delight consumers, extend brand awareness and further build our category sales-driving credentials.”

The brand refresh follows a successful year for Mallow & Marsh, whose bars grew a huge 33% in 2023, whilst the sharing pouches grew by 10%[1].

The new packaging will be rolled out on shelves from February. Stockists include Asda, Tesco, Sainsbury’s, Waitrose, Ocado, M&S and Boots.

The Mallow bars (35g) have an RRP of £1.35 while the sharing pouches (100g) have an RRP of £2.65.

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