UK marshmallow frenzy

The craze for America’s popular Marshmallow Fluff has well and truly arrived, after Empire Foodbrokers – official distributors of the product in the UK – reported it has doubled its listings within the retail confectionery sector.

Empire Foodbrokers has secured 340 new listings across Sainsbury’s stores and 270 new listings with Morrisons, increasing its overall store listings for the marshmallow crème product by 50 per cent.

The roll-out will see both supermarkets stock the Vanilla variety of Marshmallow Fluff, which has been produced in the US by Durkee-Mower since 1920.

The new listings for Marshmallow Fluff are in addition to existing retail outlets supplied by Empire Foodbrokers – including Asda, Ocado, Selfridges, House of Fraser and Harvey Nichols.

Chandresh Patel, managing director at Empire Foodbrokers, says, “Marshmallow Fluff is a fantastic product as it is extremely unique, there’s nothing else like it on the market. There has been a huge increase in demand for US products here in the UK and Marshmallow Fluff caters for this trend perfectly.

Marshmallow Fluff offers consumers something different when it comes to sugar confectionery and we look forward to attracting more consumers to the brand with our increased distribution.”

Marshmallow Fluff is available in both vanilla and strawberry varieties and retails at £1.99 for a 213g tub.