MarshMallow Business idea

[DanB]

I've been having this idea for a while to start up my a business based on Marshmallows. I've been researching and working with a chef for particular flavours and themes, for instance Xmas marshmallows could consist of cinnamon & apple for example, Valentines day one could be a nice raspberry ripple flavour and giving it that nice intense red colour. There doesn't seem to be much of a market for this in the UK so there is a gap I think.
I've contacted a supplier to order in bulk some stand up resealable pouches, coming in a variety of colours.
Maybe a stupid idea but i've worked in catering for over 10 years now and I have a 2 year old and want whatever it takes to be comfortable in life and willing to work to that achievement whatever hard work it takes.
How would I go ahead in marketing this product?
I was also thinking of taking it to a new level if it ever took off where you could mash a marshmallow on a website where it would give you a list of ingredients and you could mash for instance chocolate chip with mint or whatever you wanted to mix it with.
Any feedback is appreciated.

 

[sla3]

I don't think I ever enjoyed a marshmallow and haven't eaten one for decades. You sure there's a big enough market of mature tastes for them?

I can't imagine how you would mash a marshmallow - aren't they kind of spongy?

 

[DanB]

I just find it could be a little stocking fill you can pick up. By mash a marshmallow I mean mash the flavours up to make the marshmallow suit your personal taste, just a bit of fun

 

[Esk247]

They did it with cupcakes so why not. (cupcakes that aren't even cupcakes any way).

Christmas Marshmallow Feasts? Bet it will sell if you get it right and the marketing and branding is top class.

 

[sla3]

So you mash the flavours up and what? Dip the marshmallow into the mash? Do the flavours come as a paste or a powder - like sugar? Do you have to moisten the marshmallow first or warm it up to get the 'mash' to stick to it? Seems a bit of a fiddle to me. What about a pour over or dipping sauce rather than all this mashing business?

 

[DanB]

No, for instant it would be like a make your own pizza topping you can choose whatever you like, made to order (obviously in this case not as fast!) but that was an idea on top of the original flavours which I would make first for general sale

 

[DanB]

Like you could add strawberries from te select down list and add dissarano from another drop down list to merge these two flavours into the marshmallow, which would be simple to do during production

 

[sla3]

No, for instant it would be like a make your own pizza topping you can choose whatever you like, made to order (obviously in this case not as fast!) but that was an idea on top of the original flavours which I would make first for general sale

That's quite interesting but it must be expensive. Are marshmallows a 'luxury' product? Can the market stand that kind of extra cost with delivery etc on top?

What sort of price would such 'bespoke' marshmallows sell at delivered per 100g?

 

[DanB]

To be honest I'm not that far in yet, but an looking at 100-150gram per package, once I get the flavours I want onto the market, chocolate chip, rum & raisen etc I would look into the avenue of doing it to order online. I appreciate your comments, and I wouldn't want to go too luxury!

 

[crphillips]

We had a kind of marshmallow wedding cake and it was spectaular. Chocolate interior with soft marshmallow outer. Everyone was well impressed. It was served more like a desert after the meal. Went down a treat!

 

[Moneyman]

Dangerous but might work. look at the new healthy popcorn that is starting to apear everywhere. Tyrells and a couple of small guys got going but now there is tesco popcorn etc. It will all be down to brand and size. but selling enough to make a living is going to be tough. yes you can make it cheaply but transport etc for one product companies is very expensive and if the usual suspects see that a market has appeared then you will be stomped on.
cinemas might be the outlet for a quiet snack.

 

[williamson_liz]

Hi
I'm very interested in hearing more about this cake (getting married in Oct!) is there a website where you got it from?

 

[Christine Hough]

My first reaction was that I don't really like marsh mallow... but the mention of the wedding cake reminded me how I do like the biscuits with marshmallow -'teacakes'
I just hadn't made the connection. In fact they are a favorite.

So you will need clever marketing but its an idea.

 

[Doodle-Noodle]

A friend of mine is a journalist specialising in food features - she's just returned from the States where (apparently!) marshmallows are the "new cupcake". She's pretty convinced that this will be a new craze here too in the next 12 months, so maybe you have something. I didn't personally get the cupcake thing as such as I don't often eat cake, but we were selling loads of cupcake themed stuff in the shop for around 18 months, customers couldn't get enough of it! We had everything from soaps to trinket pots, oven gloves to candles and even jewellery featuring cupcakes ..... bizarre really!
It will be interesting to see whether marshmallows take off in the same way although it will be harder for us to utilise them in the same way that we could cupcakes as they are not so obviously visually appealing which is a shame! - macaroons are doing well at the moment which is strange!

 

[sla3]

Wasn't the 'cupcake phenomenon' at its height when folks had more money than sense? Now that people have less money do you really think there can be a "marshmallow craze" where people pay over-the-odds for some sweet fluffy things? Remember, we haven't even entered the Age of Austerity yet - and just the mere planning for it is painful. It's not something I'd gamble on ....

 

[Banned]

We used to sell these about a three years ago, flavoured and toast up a treat over a fire. Sold fantastic amounts of them for about year and then sales dropped like something dropping really quickly as they were no longer new or different (like cup cakes).

So yes nationally I can see a craze taking off with the right product and excellent marketing. But no it won't be a sustainable business. Hit it fast hard and quick then be ready to get out even quicker.

 

[Christine Hough]

I can see fun stands in shopping centres where you toast them over a flame... not tooo sure abut health and safety though.


I do like them melted in hot chocolate

 

[vvaannmmaann]

All very well,until someone asks you where gelatin comes from.

 

[crphillips]

Hi
I'm very interested in hearing more about this cake (getting married in Oct!) is there a website where you got it from?

Hope the wedding goes well. Don't get too stressed! We got married on a little island in Greece so I can't put you in touch with the place we got it. We visited a couple of places over there and tasted some cakes and chose that one. It was a real nice way to have the cake as it was served as a desert. Much better than everyone wrapping it up and taking it home in a napkin.

 

[DanB]

Its a few months on since my post but heres a picture of my product
Chocolate flavour and rum and raisen flavour
h ttp://imageshack.us/photo/my-images/41/20223101511488630075826.j pg/

Please delete the spaces in the link to see the image

Feedback would be appreicated.

 

[Christine Hough]

They look nicely packaged, but from the picture I cannot really see any identity.
Its not obvious they are marshmallows as opposed to fudge.
But perhaps the texture shows though more in the real world?
Do you have a brand name and logo? Will it be a label on the clear pack and/or a display box for them?

 

[DanB]

nothing as of yet, I am very much in the early stages, looking for an identity still, have a few in mind though. I have given a few to friends and the rum and raisin one seems popular for xmas, to be honest im looking for advice on how to move things forward and looking for a potential partner i guess with a bit of knowledge

 

[theRB]

I can't quite figure out from this discussion of whether this will be:

a) an off the shelf product which brings to the market mallows with a twist.
b) a customised mallows service that will be on 'made to order' basis (for events etc)
c) a pick your selection style store similar to that of Krispy Kreme.

Maybe you can come up with those great unique flavours, package them well and sell them to coffee shops (preferably the big chains)? I'm guessing there's a really decent mark up to be made in a similar way to popcorn?

Get experimenting, you'll feel like Heston before you know it! Oh and if you need any taste testers, let me know

Regards,
Ryan

 

[DanB]

Thank for the comment. Yeah I am a bit lost too, I'm new to all this but I guess I need a bit of guidance. Selling to coffee outlets would be a great idea. Thanks for your feedback

 

[Jet Virtual]

Don't want to seem harsh but your marshmallow idea is just another idea.

People have ideas all day every day. You need to take one idea and start trying to make some money from it. Too many people spend too much time researching ideas to the death and then wonder why they still are not making any money after so many ideas.

The problem isn't the idea, the problem is the person behind the idea

 

[Billmccallum]

your picture certainly does not do the product any justice, they look like bags of treats a mum has done for the kids at home, not a product that sells well in a shop.

As you say, you still have some way to go and need some help.

where are you based?

 

[sands67]

you might be on to something, what area are you in?

 

[DanB]

I understand that JetVirtual, but you need to start somewhere, and I'm putting these ideas into action I would say.
I'm currently in Edinburgh from London though.

 

[allsquare]

This is an article from January 2012
http://www.dailymail.co.uk/femail/a...-taking-New-Yorks-artisan-bakeries-storm.html

There are also several more articles out there so I would fear that you may be a little late getting into this market. There's always room in some capacity but I would guess first in with this would have been essential.

I would have thought that Christmas Fairs and Farmer-style Markets would have been your way in but time is certainly not on your side for this year.

Also take into account the cupcake craze was not just about what could be bought ready-made but something that people could cook and have fun with the children with at home albeit just fancy fairy cakes.

 

[DanB]

Good article and fine if you live in New York, reading the comments at the bottom by the readers don't you see a gap in the UK market?
I'm not trying to rush anything through this year, farmers markets are a good idea, thank you

 

[allsquare]

I would search this phrase
"are marshmallows the new cupcake"

It will bring up loads more information and stories for you, including more relevent UK stuff.

 

[JoshB92]

You could even try car boot sales and things like that when they start up again in the new year.

Go to a few, each with a different price for your marshmallows, and see how much people seem willing to spend.

 

[sarahjohs]

Hey Dan,

This looks like a nice idea. But first of all you have to be sure there is a market for bespoke marshmallows. Why don't you conduct a basic survey by getting a few questionnaires filled out. You can do this online by using a service like surveymonkey and such. This gives you chance to get to ask additional questions to your likely customers. Things like what flavors they like combined and what do they think of the market for such products and how much they are willing to pay. With regards to marketing, Social Media Marketing may just work for you, given that you have a fun product.

 

[Christine Hough]

Are these aimed at an impulse buy .. sweeties while wandering around a craft market?
Or something special which can be given as a gift? - in which case they need packaging in a nice looking box.

To be the new cup cake you really need to dress the sales.. cakes are sold in boxes and especially the likes of Krispy Kremes. Cupcakes are displayed in stands.

You probably have the product but the success will be in the marketing (understanding who will buy , why, where they go, what attracts them) and subsequent packaging and distribution.

If this is overwhelming for you why not try using the govt mentoring scheme to get a marketing mentor? Or using a marketing company? Or going into partnership with a person with those skills?

 

[lww]

I had thought about marshmallows as a business earlier this year, again in response to their popularity in the USA. Not sure they "translate" quite as well in the UK, but then look at how Krispy Kremes have taken off (via Tesco).

The thing is, you're in a great spot in Edniburgh to try this out - sort your name and brand, sort the packaging, and start getting round the trendy shops in Morningside and Stockbridge, and the cafes up around the Royal Mile (where those American tourists will be...) There must be Xmas markets where you could get a stall (or at least beg a corner of someone else's stall for a commission). If you can't sell them there, I'm not sure you'll manage anything anywhere else. I don't think you can hang around though, there's no barrier to entry really so first-to-market is the only real advantage in the absence of huge marketing support - any reason why you can't have your first batch available by next week?

 

[Dave.F]

Have a look at this: http://www.kickstarter.com/projects...tural-handmade-yumm/posts/336300?ref=activity

 

[Fred_the_frog]

I think it's a great idea. Cake decorators are always looking for interesting new things to put on cakes. You could make ones that have little chocolate balls in and when you put it over a fire the marshmallow and the chocolate melt

I personally wouldn't buy marshmallows as a snack, as I wouldn't for cupcakes (£2.50 for 1 cupcake I saw the other day!) but I think cake decorators would, along with people giving them for a gift.