# Deliciously Gooey Gatherings The 'What the Fluff?' Festival Celebrates the Sticky Invention By Marie | Published 2011-08-31 | Updated 2011-09-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/what-the-fluff-festival References: [laughingsquid](http://laughingsquid.com/what-the-fluff-2011-a-street-festival-celebrating-marshmallow-fluff/) & [unionsquaremain.org](http://unionsquaremain.org/fluff-festival/) Whether the word 'fluffernutter' means absolutely nothing to you or if it brings back countless childhood memories, the terrifically tasty 'What the Fluff?' festival in Somerville, Massachusetts has something to offer you. The day-long celebration commemorates the invention of Fluff, a [sweet marshmallow-flavored spread](https://www.trendhunter.com/trends/marshmallow-crunch) often paired with [peanut butter on bread](https://www.trendhunter.com/trends/pbj-packed-lunch-specials) but delicious on just about anything and everything. Developed in 2005 by Union Square Main Streets, the festival honors Fluff inventor Archibald Query, who created the sticky concoction in 1917. Now in its sixth year, 'What the Fluff?' has become a huge tourist attraction, drawing fans from around the world. [Fluff cooking contests](https://www.trendhunter.com/trends/williams-sonoma), a "Pharaoh of Fluff" competition and the Fluff Lick-Off are just a few of the events to behold on the festival day. If you're in Massachusetts on Sept. 24, 2011, I highly recommend checking out 'What the Fluff?' for some awesome oozy marshmallow goodness. Indulge in a fluffernutter or two for me! ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 3% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% 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 Makes This Trend Stand Out - **Fluffernutter Craze:** Opportunity for food companies to innovate and create new products and recipes that incorporate Fluff and peanut butter, capitalizing on the growing popularity of the fluffernutter sandwich. - **Festival Tourism:** Potential for event organizers and local businesses to develop and promote food-related festivals that celebrate specific culinary inventions, attracting tourists and generating economic growth. - **Nostalgic Food Experiences:** Opportunity for restaurants and food establishments to recreate childhood favorites and nostalgic dishes, tapping into the emotional connection and memories associated with certain food products. ### Sectors Adopting This - **Food and Beverage:** Food companies and manufacturers can explore new product development and partnerships to capitalize on the growing interest and demand for Fluff-based products and marshmallow-flavored treats. - **Event Planning:** Event organizers and planners can specialize in creating unique food festivals that celebrate the history and invention of iconic food items or flavors, catering to the growing trend of festival tourism. - **Restaurant and Hospitality:** Restaurants and food establishments can create nostalgic menus and themed dining experiences that evoke childhood memories and offer customers a taste of their favorite childhood treats, leveraging the trend for nostalgia in food experiences. ## Related on Trend Hunter - [Nutty Marshmallow Trail Mixes](https://www.trendhunter.com/trends/fluffer-nutter-trail-mix.md) - [Mashmallow Core Ice Creams](https://www.trendhunter.com/trends/royal-reeses-fluffernutter-blizzard.md) - [Minty Marshmallow Truffles](https://www.trendhunter.com/trends/peppermint-fluffle.md) - [Sugar-Free Marshmallow Treats](https://www.trendhunter.com/trends/barratt-flumps-sugar-free.md) - [Overstuffed S'mores Sandwiches](https://www.trendhunter.com/trends/smores-sandwiches.md) - [Playful Animal-Themed Cotton Candy](https://www.trendhunter.com/trends/fluffee-floss.md) - [Soft-Center Stuffed Marshmallows](https://www.trendhunter.com/trends/stuffed-marshmallow.md) - [Campfire-Themed Marshmallow Desserts](https://www.trendhunter.com/trends/carvel-2.md) - [Artisan S'mores Sandwiches](https://www.trendhunter.com/trends/smoagie.md)