Freedom Mallows

What Freedom Mallows does

Freedom Mallows, doing business as Freedom Confectionery and historically traceable to F T F Sweets Ltd (which traded as Goody Good Stuff), is a UK-headquartered plant-based confectionery manufacturer founded in 2013 with an operations history in the free-from segment dating to 2008. The company produces vegan, top-14-allergen-free, halal, kosher, and PKU-suitable marshmallows, gummies, chocolate-coated mallows (MallowOut!), freeze-dried and dehydrated treats, and seasonal gifting kits. Its underlying technology centers on proprietary gelatin-free mallow and gummy formulations, dairy-free chocolate coating processes, and freeze-drying/dehydration that removes up to 97% of moisture for shelf life up to five years.

The company operates a hybrid go-to-market spanning direct-to-consumer e-commerce (freedomconfectionery.com), third-party retail distribution through Sainsbury's, Holland & Barrett, and Ocado, Amazon US marketplace presence (ranked #5 in Amazon's 100 Marshmallow Best Sellers), dedicated wholesale, and a B2B food service channel supplying bulk inclusions to bakeries, QSR chains, ice cream manufacturers, and confectionery brands. Customers include health-conscious and dietary-restricted consumers, food technologists and NPD professionals specifying inclusions for branded products, and retail/wholesale resellers.

The business is privately held with no disclosed external funding, M&A, or institutional investors; management is led by Sales Director Elvin Willgrass. Headcount is reported at 51–100 employees across a Heysham, UK headquarters and a US regional office in Carson, California. Revenue, pricing, and subscription mechanics are not publicly disclosed.

Name

Freedom Mallows

Legal name

Freedom Confectionery

Website

https://freedommallows.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Freedom Mallows (Freedom Confectionery) is a UK-based plant-based confectionery manufacturer producing vegan, top-14-allergen-free, halal, kosher, and PKU-suitable marshmallows, gummies, and chocolate-coated treats for dietary-restricted consumers, food-service B2B buyers, and retail partners including Sainsbury's, Holland & Barrett, Ocado, and Amazon.

Ownership category

akta.pro rank

Headquarters

HQ city

Heysham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: B2C product sales through company-owned online storefront selling marshmallows, gummies, chocolate-coated products, gifts/kits, and freeze-dried treats directly to consumers
2. Retail Distribution: Wholesale supply to major UK retailers including Sainsbury's, Holland & Barrett, and Ocado, as well as US market presence through Amazon marketplace
3. Food Service / Bulk B2B: B2B bulk sales to food service operators, bakeries, QSR chains, ice cream manufacturers, and confectionery brands for use as inclusions in their products. Target audience includes Food Technologists, NPD professionals, and Buyers
4. Wholesale: Dedicated wholesale channel for resellers and distributors

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Freedom Mallows manufactures and sells plant-based, top 14 allergen-free confectionery including marshmallows (vanilla and strawberry, mini/regular/BBQ sizes), gummies (Bears, Mojis, Colas, Tots), chocolate-coated MallowOut bars, freeze-dried and dehydrated treats, and gift/s'mores kits. Products are simultaneously vegan, halal, kosher, and PKU suitable, and are sold direct-to-consumer via the company's e-commerce site, through major UK retailers (Sainsbury's, Holland & Barrett, Ocado), on Amazon, and in bulk to food service operators, bakeries, QSR chains, and confectionery manufacturers as inclusions.

Product overview

Freedom Confectionery is a platform offering the world's only plant-based, allergy-free, Halal & Kosher confectionery range. The core product portfolio includes uncoated vegan marshmallows (available in vanilla/strawberry, mini/regular/BBQ sizes), gummies (Bears, Mojis, Colas, Tots), and chocolate-coated mallows (MallowOut twin bars). These products are used as ingredients by food service and bakery customers and are also sold direct-to-consumer. The company pioneered the Free From segment since 2008, originally trading as Goody Good Stuff (World's First Gelatine Free Gummy Sweet).

Differentiator

Problem solved

Functional benefit

Brands

• Vegantic Mallows: Brand name for vegan marshmallow products in their range.

Products and services

• Freedom Mallows (Uncoated Vegan Marshmallows) Uncoated vegan marshmallows available in vanilla and strawberry flavors in mini, regular, and BBQ sizes. Ranked 4.6 out of 5 on Amazon and #5 in Amazon's 100 Marshmallow Best Sellers; the only vegan marshmallow in the top 100. Targets consumers following vegan, allergen-free, halal, kosher, or PKU diets.
• Freedom Gummies All-natural, vegan, top 14 allergy free-from gummies that are kosher, halal, and PKU suitable, with no artificial flavors or colors. Available in Bears, Mojis, Colas, and Tots varieties. For consumers following vegan, allergen-free, or religious dietary requirements, and as a bulk B2B ingredient.
• MallowOut (Chocolate-Coated Vegan Marshmallow) World's first vegan marshmallow twin bar smothered in dairy-free chocolate. Available in Gems (pink-shelled) and Bites varieties. For consumers seeking inclusive chocolate-coated confectionery without dairy or animal products.
• Freedom Gifts & Kits (S'mores and Toasting Kits) S'mores kit containing three bags of plant-based vegan marshmallows, a fuel tin, and roasting sticks, plus toasting kits for campfire use. For consumers seeking inclusive gifting and outdoor/roasting experiences.
• Food Service / Bulk / Bakery / QSR Ingredients Bulk plant-based, allergen-free marshmallows and gummies supplied as inclusions to food service operators, bakeries, QSR chains, ice cream manufacturers, and confectionery companies for use in cookies, doughnuts, ice creams, chocolate bars, rocky roads, hot beverages, sweet pizza, and cereal applications. For Food Technologists, NPD professionals, and Buyers in the food manufacturing and food service sectors.
• Freeze-Dried / Dehydrated Mallow and Gummy Products Freeze-dried and dehydrated mallows and gummies with extended shelf life of up to five years through moisture removal of up to 97%. Applications include breakfast cereal, cereal bars, hot beverages, cookies, brownies, and toppings for cakes, ice cream, gelato, and yoghurt. For B2B food manufacturers and consumers seeking long-shelf-life ambient treats.

Quantifiable outcome

• 4.6 out of 5 stars on Amazon with #5 ranking in Amazon's 100 Marshmallow Best Sellers - the only Vegan Marshmallow to achieve this
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain retailing Freedom Confectionery's allergy-free vegan marshmallow and gummy products. Featured on company website with customer testimonials praising product quality.
• Holland & BarrettcoreChannel Partner/ Reseller/ DistributorLeading UK health and wellness retailer distributing Freedom's vegan and allergen-free confectionery to health-conscious consumers.
• OcadocoreChannel Partner/ Reseller/ DistributorMajor UK online grocery retailer offering Freedom Confectionery products for home delivery to customers seeking allergy-free options.
• AmazoncoreChannel Partner/ Reseller/ DistributorGlobal marketplace listing for Freedom products. Company ranks #5 in Amazon's 100 Marshmallow Best Sellers with 4.6/5 rating - the only vegan marshmallow in the top 100.
• Unnamed World Largest Household Brands (B2B Customers)coreStrategic or Co-development PartnerProducts have been tried, trusted and loved by some of the world's largest household brands since 2013. Products featured as inclusions in cookies, doughnuts, ice creams, chocolate bars, rocky roads, hot beverages, sweet pizza, cereal and many more applications. Long-term B2B relationships demonstrating enterprise trust.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Vegan Rob's: Vegan Rob's is a US plant-based, allergen-aware gummy and candy maker with overlapping product formats (gummies, novelties) and an inclusive dietary positioning nearly identical to Freedom's confectionery range. Both target health-conscious consumers and retailers seeking vegan/allergen-free confectionery alternatives.
• Dandies Marshmallows: Dandies is the leading US plant-based marshmallow brand selling vegan marshmallows to consumers and bakeries, including bulk/food-service SKUs (mini, regular, BBQ sizes). Dandies competes head-to-head with Freedom's uncoated marshmallow range in the same channels (natural food retailers, Amazon, food service) and on the same dietary claims.
• Ananda Foods: Ananda Foods is a UK-based halal and vegan marshmallow and confectionery brand and one of the closest direct competitors to Freedom Confectionery in the UK market. Both compete for Muslim and allergen-conscious UK consumers across supermarkets and e-commerce, and both sell into food service as baker/confectionery inclusions.
• YumEarth: YumEarth is a US allergen-free candy/gummy brand whose product set (organic, vegan, top-allergen-free gummies, candy) directly overlaps Freedom's gummies on dietary claims and target consumer. Both sell primarily through natural food and mainstream grocery channels with overlapping buyer profiles.
• Goody Good Stuff: Goody Good Stuff is the historical gelatin-free gummy brand from which Freedom's founding team originated (formerly F T F Sweets Ltd). It pioneered the world's first gelatin-free gummy sweet and remains a directly comparable plant-based confectionery brand with overlapping product formats and positioning.
• Gimbal's Fine Candies: Gimbal's is one of the largest top-allergen-free candy manufacturers in the US, producing gourmet jelly beans, gummies, and licorice with vegan/gluten-free options for retail and food service. Their allergen-controlled manufacturing and food-service ingredient business directly parallels Freedom's confectionery-plus-inclusion model.
• Free From Foods (UK): Free From Foods is a UK manufacturer of allergen-conscious products, including vegan/free-from confectionery, sold across UK grocery, health, and wholesale channels. It competes with Freedom in the same Free-From category set, retailer footprint, and food-service inclusion use cases across the British market.

Broad incumbents

• Katjes Fassin: Katjes is a major German plant-based confectionery incumbent producing vegan gummies, fruit gums, licorice, and marshmallow-style novelties sold across Europe and the UK. Their portfolio breadth and established retail presence make them a broader plant-based confectionery incumbent that Freedom competes against for shelf space.
• Swizzels Matlow: Swizzels is a major UK family-owned confectionery maker (Drumstick Squashies, Love Hearts, Refreshers) now expanding into Free-From and vegan confectionery SKUs sold in the same UK retailers as Freedom. As an established broad confectionery incumbent entering the free-from segment, they are a credible scaling competitor.
• Plamil: Plamil is a long-standing UK allergen-free and plant-based chocolate/confectionery manufacturer (soya, dairy-free, and 'No Nut' ranges) supplying natural food retailers and the Free-From aisles where Freedom's products also sit. Comparable UK heritage, certification depth, and allergy-conscious positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/freedommallows
• Facebookfacebook.com/524220007638028
• LinkedInlinkedin.com/company/freedom-confectionery

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Freedom Mallows