XO Marshmallow
XO Marshmallow is a Chicago-based gourmet confection brand reimagining the classic marshmallow through creativity, craftsmanship, and joyful nostalgia. Founded in 2016 after a holiday pop-up experiment revealed unexpected demand for handcrafted marshmallows, the company has grown into a nationally recognized brand known for inventive flavors and memorable gifting experiences. XO produces its marshmallows in a dedicated gluten-free and peanut-free facility, making the treats accessible to more people. What began as a simple product has evolved into a lifestyle brand with a cookbook, seasonal collections, and a loyal community of fans. At its core, XO Marshmallow exists to turn an everyday sweet into a moment of delight.
Gallery
Target audience
Gender
Male
Female
Other
Age group
Young Adult (20-25)
Adult (26+)
Teen (13-19)
Product categories
• Food & Beverage: Packaged snacks and confectionery, Ice cream and frozen desserts, Baking mixes and baking ingredients, Beverages (coffee, hot chocolate, flavored drinks), Candy and novelty confections • Seasonal and holiday products • Lifestyle goods and giftable merchandise: Apparel, Home Decor
Channels of distribution
• Mass merchandisers and mass market stores • Department stores • Mid-tier department stores • Grocery and supermarkets • Apparel and footwear stores • Fast Fashion Retailers • Online retailers and e-commerce marketplaces • Direct-to-consumer (DTC)
Notable successes
• 🏙️ Founded in 2016 in Chicago, Illinois • 👩 Woman-founded gourmet confection brand • 📈 Revenue doubled year-over-year from 2020-2023 with continued growth in 2024-2025 • 📺 National media exposure including feature on the Today Show • 📖 Published cookbook: The XO Marshmallow Cookbook • 💪 Brand Strengths • Strong visual identity (recognizable pink-forward aesthetic) • Nostalgia-driven brand positioning • Highly giftable and shareable product category • Loyal community with repeat purchase behavior • Founder-led storytelling that drives engagement and brand loyalty