16/02/2023 – Confectionery / Mallow & Marsh / Serious Sweets Co / Marshmallows / UK
Serious Sweets expands reach with acquisition of Mallow & Marsh
The Serious Sweets Company (SSC), a Harrogate-based independent confectionery business, has acquired the share capital and branded interests of Mallow & Marsh Ltd for an undisclosed sum.
Founded in 2013 by Harriot Pleydell-Bouverie with a mission to “put good marshmallow on the map”, Mallow & Marsh is the leading premium supplier of deliciously crafted marshmallows, with wide availability across the UK.
SSC manufactures and supplies premium own-label treats to all major retailers in the UK, together with a successful international business, and has established SSC Brands to manage its branded interests.
In 2022, SSC acquired Mighty Fine, the premium honeycomb brand, alongside Mr Stanleys, the quintessentially English gifting confectionery brand, to its stable.
“We’re delighted to bring Mallow & Marsh into the family and continue the journey that Harriot and the team have brilliantly led,” remarked Rob Whitehead, Cheerleader and MD at SSC. “The opportunity for premium confectionery sits firmly with consumers’ track record of demanding the very best as a little pick-me-up, through good times and bad. Mallow & Marsh really helps us to deliver that with their lighter treats. We can’t wait to support all our brands and reach further afield over the next few years.”
On-going demand for lighter treats
Harriot Pleydell-Bouverie, founder and ‘Chief Whisk’ of Mallow & Marsh, added that the new transaction marks “an exciting milestone” for Mallow & Marsh as the firm capitalises on “the on-going demand for lighter treats that deliver on quality and indulgence”.
“After an incredible journey, I’m proud of the role Mallow & Marsh has played in bringing premium marshmallow into the mainstream, and the growth we’ve achieved through the efforts of a passionate and hardworking team,” she enthused. “We firmly believe that in SSC we’ve found a partner that not only shares our ambitions, but also our values, and we’re delighted they are committed to continuing this journey.”
Craft skills and small batch passion
A committed food industry lifer, Rob Whitehead has had a successful career buying, developing and growing several food businesses for the last 25 years.
In 2014, Mr Whitehead realised that the craft food movement was in full swing, not just at farm shops and independent retailers, but increasingly through major supermarkets in many food categories. At the same time, he felt premium sweets were missing from this growth opportunity.
Driven by memories of wondrous childhood treats yet huge frustration with the ‘unacceptably miserable face of boring sweets’ dominating so many shop aisles, Rob set up SSC. His aim was twofold – to retain the craft skills and small batch passion that are the hallmarks of quality English confectionery, and bring investment for new thinking and innovation back into the market.
Now with Mallow & Marsh on board, Serious Sweets Company said it aims “to continue to harness the power of quality treating”.
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