99. Mallow & Marsh

Founder: Harriot Pleydell-Bouverie
Founded: May 2013 (launched November 2013)
Website: www.mallowandmarsh.com

Unlike, say, chocolate, the humble marshmallow has never really had a luxury makeover; the sugary, gooey snacks are traditionally sold in cheap bags by the bucket load, ready to be roasted over a fire and eaten without a second thought. Mallow & Marsh came about after founder Harriot Pleydell-Bouverie was challenged to make great marshmallows “after a debate over a couple of beers” – having whipped up a batch using a River Cottage recipe, the results were so delicious that she was immediately inspired to start what may be one of the UK’s first-ever luxury marshmallow business.

Since then, the start-up’s range of individually designed artisan marshmallows have garnered a growing following amongst consumers and the business landed a major coup when it won a 12-month supply contract with Sainsbury’s to supply its marshmallows to 40 stores across Central London. 2014 is set to be a critical year for the business as it seeks to assert itself as the UK’s go-to marshmallow brand and conclude deals with other major retailers.