XO Marshmallow

Name

XO Marshmallow

Legal name

XO Marshmallow

Website

https://xomarshmallow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Specialty Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Sugar and Confectionery Product Manufacturing (3113), Confectionery Merchant Wholesalers (42445)

SIC

Sugar & Confectionery Products (2060), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Online Bakery & Desserts Delivery (CRAHAIAK)

Keywords

• Gourmet marshmallows
• Handcrafted confections
• Edible gift sets
• Specialty food retail
• Artisan s'mores kits

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through direct-to-consumer online sales of gourmet marshmallows, spreads, s'mores kits, bundles, and merchandise. Products include single-flavor marshmallow sets, variety packs, OMG marshmallow creme, chocolate-covered treats, gift bundles, and branded merchandise like mugs and cookbooks.
2. Wholesale Distribution: Revenue from wholesale orders to independent retailers, boutique shops, and specialty food stores across multiple US states. Stockists include Prep Obsessed (FL), The Downtown Dachshund (IA), various Chicago boutiques, Rodéo Boutique (LA), American Greetings (OH), and others.
3. Corporate Gifts and Events: Bulk/custom orders for corporate gifting, events, weddings, and parties. Offers s'mores bars, unpackaged products for DIY gifting, and custom branded packaging for employee gifts.
4. Affiliate Program: Revenue sharing with affiliate partners who promote XO Marshmallow products through their platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

XO Marshmallow manufactures and sells handcrafted gourmet marshmallows in over 20 unique flavors, along with a spreadable marshmallow creme line called OMG, chocolate-covered BonBombes, s'mores kits, variety packs, mystery boxes, and branded merchandise. All production takes place in a 100% gluten-free and peanut-free facility in Chicago using kosher beef gelatin and natural ingredients, with vegan product variants available. Products are sold direct-to-consumer via their Shopify website (with shipping to USA, Canada, UK, and Australia), through wholesale to independent retailers, and via corporate gifting programs.

Product overview

XO Marshmallow is a gourmet marshmallow company that offers handcrafted marshmallow products through a direct-to-consumer e-commerce platform. The core product portfolio centers on gourmet marshmallows in over 20 unique flavors (all gluten-free, egg-free, and kosher), complemented by OMG (Ooey Marshmallow Goodness) spreadable marshmallow creme in multiple flavors including vegan options. The company sells chocolate-covered treats and BonBombes (bonbon-style filled marshmallows), s'mores kits in various sizes with homemade gluten-free graham crackers, and merchandise items including a cookbook, ceramic mugs, and hair clips. Products are offered individually, in themed bundles and variety packs, and as mystery boxes. The company ships nationally in the USA and internationally to Canada, UK, and Australia, and operates a physical cafe location in Chicago.

Differentiator

Problem solved

Functional benefit

Brands

• OMG (Ooey Marshmallow Goodness): Spreadable marshmallow creme product line available in classic and vegan flavors
• BonBombes

Products and services

• Gourmet Marshmallows (Classic Flavors) Handcrafted gourmet marshmallows in classic and seasonal flavors sold in sets of 12, targeting individual consumers for personal enjoyment, hot chocolate, s'mores, and gifting.
• OMG (Ooey Marshmallow Goodness) Spreadable Creme Spreadable marshmallow creme in pints across classic and vegan flavors, sold to consumers as a spread, dip, or baking ingredient.
• BonBombes (Chocolate-Covered Marshmallow Bonbons) Layered, chocolate-covered marshmallow bonbons with fillings (e.g., strawberry ganache, coconut cake) sold as ready-to-eat dessert treats for individual consumers.
• Gourmet S'mores Kits Pre-packaged s'mores kits with gluten-free graham crackers, gourmet marshmallows, and chocolate, available in sizes for 2 or 4, sold to consumers for at-home use or gifting.
• Variety Packs, Bundles, and Mystery Boxes Curated multi-flavor assortment packs, mystery boxes, and large quantity bundles of marshmallows and OMG creme sold to consumers and gift buyers.
• Branded Merchandise and Cookbook Brand-aligned accessory merchandise including a ceramic campfire mug, reusable roasting skewers, a s'mores-themed hair claw clip, and an XO Marshmallow cookbook.
• Gift Cards Digital gift cards in variable denominations starting at $10, allowing recipients to purchase any XO Marshmallow product.
• Corporate Gifting and Bulk Event Orders Custom bulk orders of marshmallows, s'mores kits, and unpackaged products for corporate gifting, weddings, and events.

Quantifiable outcome

• Over 20,000 five-star reviews and #1 Rated Gourmet Marshmallow designation

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor.

• Jenny LemonsminorStrategic or Co-development PartnerCollaboration with hair accessory designer Jenny Lemons to create a s'mores-shaped hair claw clip. The product features marshmallow, chocolate, and graham cracker design elements with XO branding, sold for $12.95.
• Prep ObsessedminorChannel Partner/ Reseller/ DistributorFlorida-based boutique retailer located at 9091 N. Military Trail Suite 6, Palm Beach Gardens, FL. Specializes in gourmet food and gift items.
• The Downtown DachshundminorChannel Partner/ Reseller/ DistributorIowa boutique retailer located at 1055 Vista RD, Ely, IA 52227. Sells XO Marshmallow products at their retail location.
• NeighborlyminorChannel Partner/ Reseller/ DistributorChicago boutique located at 2003 W Montrose Ave, Chicago, IL 60618. Stocks XO Marshmallow products.
• WineHouseminorChannel Partner/ Reseller/ DistributorChicago wine bar and retail location at 3164 North Broadway, Chicago, IL 60657. Offers XO Marshmallow products.
• FourSidedminorChannel Partner/ Reseller/ DistributorChicago specialty retailer at 5061 N Clark St, Chicago, IL 60640. Carries XO Marshmallow products.
• American GreetingsminorChannel Partner/ Reseller/ DistributorNational greeting card and gift retailer located in Westlake, OH 44145. Stocks XO Marshmallow products.
• Fruit for ThoughtminorChannel Partner/ Reseller/ DistributorOnline subscription box retailer. Offers XO Marshmallow products through their Cratejoy marketplace.
• Co-Op CrateminorChannel Partner/ Reseller/ DistributorOnline subscription box service. Stocks XO Marshmallow products for subscribers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vosges Haut-Chocolat: Chicago-based artisan chocolate brand known for innovative flavor combinations, premium gifting, and a flagship experiential retail store — comparable as a Chicago-rooted, flavor-forward, gifting-driven premium confectionery DTC brand.
• Sugarfina: Premium candy brand specializing in gourmet, design-forward confectionery gifting, sold DTC and through upscale retail — directly comparable gifting-first, premium positioning and adult confectionery customer.
• Robin's Marshmallows: UK-based small-batch gourmet marshmallow producer focused on artisanal flavors and gift packs — competes in the same niche category with comparable premium gifting use cases.
• The Marshmallowist: London-based gourmet marshmallow brand selling handcrafted, flavor-innovated marshmallows direct-to-consumer with strong gifting positioning — directly comparable product, target customer, and DTC e-commerce model.
• Sweet Pete's: Artisan candy maker offering gourmet confectionery, gifting, and a destination candy experience — comparable in craft confectionery, gifting focus, and experiential retail.
• Wondermade: Artisan marshmallow manufacturer based in Orlando, FL, offering gourmet marshmallows in unique flavors via DTC and wholesale — the closest direct competitor to XO Marshmallow in product format, customer base, and gifting positioning.

Broad incumbents

• Milk Bar: Established premium bakery/confectionery brand with strong DTC, retail, and shipping model — comparable as a flavor-innovative, gift-friendly, premium sweet treat brand with national reach.
• Lolli and Pops: Specialty candy retailer offering premium and nostalgic confections in physical retail locations — adjacent as a premium candy gifting and experiential confectionery retailer.
• Crumbl Cookies: Large-scale premium cookie brand with cult following, viral social media presence, and rapid retail expansion — comparable as a viral, premium, gifting-oriented confectionery DTC brand at much greater scale.
• Dylan's Candy Bar: Iconic premium candy retailer with flagship experiential stores and broad confectionery assortment — comparable as a premium gifting confectionery brand combining retail experience with curated DTC offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqImXlNxNVYJUdNoOkLFkaA
• Facebookfacebook.com/xomarshmallow
• LinkedInlinkedin.com/company/xo-marshmallow
• Instagraminstagram.com/xo.marshmallow
• TikToktiktok.com/@xo.marshmallow?lang=en
• Pinterestpinterest.com/xomarshmallow
• Xx.com/xoxomarshmallow

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XO Marshmallow