# Free-From Vegan Marshmallows The Vegan Marshmallow Company is Introducing Aquafaba-Based Treats By Laura McQuarrie | Published 2018-04-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/vegan-marshmallow References: [livekindly.co](https://www.livekindly.co/artisan-vegan-confectionary-start-up-to-launch-allergen-free-marshmallows/) & [facebook](https://www.facebook.com/veganmarshco/) The Vegan Marshmallow Company is gearing up to launch what it calls "gelatin-free marshmallows which are also soy, corn, and carrageenan free." While there are a limited number of [vegan-friendly, gelatin-free marshmallows](https://www.trendhunter.com/trends/smore-speckled-marshmallow) on the market currently, the company aims to set itself apart by making its product from a base of [aquafaba](https://www.trendhunter.com/trends/legufoam)—better known as chickpea brine, which boasts similar properties to egg whites or gelatin. According to The Vegan Marshmallow Company, the innovative vegan marshmallows will be made available in delectable "flavors that toast like creme brûlée" without sacrificing the texture of a carefully handmade treat. As well as specifically catering to the vegan community, the marshmallows will also appeal to others who are looking to avoid common allergens in the foods that they consume. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 5% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Gelatin-free Marshmallows:** The development of gelatin-free marshmallows made from aquafaba presents an opportunity for companies to tap into the growing demand for vegan-friendly treats. - **Aquafaba as an Alternative Ingredient:** The use of aquafaba, a chickpea brine, as a base for marshmallows highlights the potential for innovative ingredient substitutions in other food products. - **Allergen-free Desserts:** The creation of allergen-free marshmallows opens doors for industries to explore the development of other desserts that cater to individuals with food allergies or dietary restrictions. ### Industries Being Reshaped - **Vegan Food:** The introduction of aquafaba-based marshmallows provides an opportunity for the vegan food industry to expand its product offerings and cater to a wider consumer base. - **Food Ingredients:** The use of aquafaba as a substitute ingredient in marshmallows signifies potential disruptive innovation opportunities within the food ingredients industry. - **Allergen-free Products:** The development of allergen-free marshmallows opens up possibilities for the creation of other allergen-free products in sectors such as desserts, confectionery, and snacks. ## Related on Trend Hunter - [Vegan-Friendly Maple Marshmallows](https://www.trendhunter.com/trends/dandies-vegan-maple-flavored-marshmallows.md) - [Plant-Powered Marshmallow Cremes](https://www.trendhunter.com/trends/marshmallow-cremes.md) - [Vegan-Friendly In-Flight Marshmallows](https://www.trendhunter.com/trends/free-from-fellows-and-emirates.md) - [Gourmet Agave-Date Marshmallows](https://www.trendhunter.com/trends/mojave-marshmallows.md) - [Allergy-Friendly Mayo Spreads](https://www.trendhunter.com/trends/soy-free-vegan-mayo.md) - [Plant-Based Chewy Candies](https://www.trendhunter.com/trends/plant-based-candy.md) - [Veggie Egg Yolk Substitutes](https://www.trendhunter.com/trends/symrise.md) - [Plant-Based Springtime Gummy Candies](https://www.trendhunter.com/trends/katjes-wild-free.md) - [Animal-Free Chocolate Bars](https://www.trendhunter.com/trends/co2coa.md)