# Festive Sugarplum Marshmallows XO Marshmallow's Holiday Confection Takes Cues from the Nutcracker By Laura McQuarrie | Published 2018-12-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-confection References: [candyindustry](https://www.candyindustry.com/articles/88464-xo-marshmallow-holiday-treats) & [xomarshmallow](https://www.xomarshmallow.com/collections/marshmallows/products/sugarplum-marshmallows-set-of-12) For the winter, [XO](https://www.trendhunter.com/trends/xo-marshmallow-advent-calendar) Marshmallow unveiled a trio of festive holiday confections inspired by favorite seasonal flavors. The all-new Sugarplum Marshmallows are a new [gourmet marshmallow treat](https://www.trendhunter.com/trends/peeps-2024-holiday-lineup) that takes inspiration from a character from the Nutcracker. The festive marshmallows are made from plum extract, pure cane sugar, non-high fructose corn syrup, sea salt and are topped with sugar sprinkles. When it comes to enjoying the giftable gourmet treats, the brand recommends using them as a flavorful hot chocolate topping or eating the bite-sized confections as sweet snacks on their own. XO Marshmallow's other newly introduced seasonal treats include [Peppermint Marshmallows](https://www.trendhunter.com/trends/peppermint-mallow-poppers) and the Jingle Juice Marshmallows inspired by a "holiday concoctions of vodka, rosé and cherry." ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 18% | Activity: 6% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Gourmet Marshmallow Treats:** There is an opportunity for companies to create more unique, high-end marshmallow flavors that can be used as toppings for hot chocolate or eaten as standalone snacks. - **Holiday-inspired Confections:** Creating new treats inspired by different holidays can attract customers looking for seasonal flavors and experiences. - **Character-inspired Treats:** Taking inspiration from beloved characters or stories can create excitement and engagement around a new product release. ### Who This Affects Most - **Food and Beverage:** Creating new and unique food and beverage products, especially seasonal or character-inspired treats, can drive sales and increase customer engagement. - **Gift and Specialty Retail:** Products like gourmet marshmallows and other holiday-inspired treats are perfect for the gift and specialty retail industry, as they make great gifts and can also be sold as standalone items. - **Hospitality:** Hotels and other hospitality businesses can use gourmet marshmallow treats as a unique and memorable touchpoint for their guests, such as offering them as a welcome snack or adding them as a special topping for hot drinks. ## Related on Trend Hunter - [Decorative Holiday Marshmallows](https://www.trendhunter.com/trends/holiday-marshmallow.md) - [Festive Decorated Marshmallows](https://www.trendhunter.com/trends/williams-sonoma.md) - [Marshmallow Advent Calendars](https://www.trendhunter.com/trends/xo-marshmallow-advent-calendar.md) - [Festive Chocolate-Covered Snacks](https://www.trendhunter.com/trends/sugar-plum-chocolates.md) - [Airy Easter Chocolate Eggs](https://www.trendhunter.com/trends/xo-marshmallow-easter-eggs.md) - [Chocolate Chip Marshmallows](https://www.trendhunter.com/trends/smore-speckled-marshmallow.md) - [Winter-Ready Marshmallow Products](https://www.trendhunter.com/trends/new-jetpuffed-marshmallows.md) - [Curated Candy Gift Boxes](https://www.trendhunter.com/trends/wonderful-winter-chocolate-collection.md) - [Holiday-Shaped Marshmallow Products](https://www.trendhunter.com/trends/holiday-shaped-marshmallows.md)