Sweet deal for confectionery producer as it buys marshmallow supplier

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 a premium supplier of marshmallows across the UK.

SSC manufactures and supplies own-label treats to all major retailers in Britain 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, and also added Mr Stanleys, a gifting confectionery brand, to its stable.

Rob Whitehead, MD at SSC, said: “We’re happy to bring Mallow & Marsh into the family and continue the journey that Harriot and the team have brilliantly led.

“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.”

Harriot Pleydell-Bouverie, founder and “chief whisk” of London-based Mallow & Marsh, added: “This transaction marks an exciting milestone for Mallow & Marsh as we capitalise on the ongoing 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.

“We firmly believe that in SSC we’ve found a partner that not only shares our ambitions, but also our values, and we’re pleased they are committed to continuing this journey.”

Whitehead has been buying, developing and growing food businesses for the last 25 years.

In 2014 he realised 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. But he felt premium sweets were missing from this growth opportunity.

He explained he set up SSC to retain crafts skills and small batch passion and to bring investment for new thinking and innovation back into the market.