2025 Finalists - Mallowdramatic
Celebrating the spirit of originality and craftsmanship, the Gift of the Year awards honour the bold ideas shaping the UK’s gifting industry. Among this year’s finalists is Mallowdramatic, a handcrafted marshmallow brand that’s redefining what this nostalgic treat can be. Founded by former chef John Short, Mallowdramatic combines culinary expertise and artistic flair, to deliver what the fluffiest marshmallows. We caught up with John to hear more about his journey, his inspiration and what it means to be recognised in this year’s awards.
Company Name: Mallowdramatic
Product in the Finalist: A range of handcrafted marshmallows
Congratulations on being a finalist! How does it feel to be recognised in this year’s Gift of the Year awards
Thank you very much. I am very proud to have reached the final and ecstatic that my range of marshmallows are being recognised by such an by such a well regarded organisation.
However, I have the feeling that I have entered this competition a little bit naive and wasn't prepared for the expense required to make the most of this opportunity which is something I will regret.
Can you tell us a little about your brand and the inspiration behind your successful product
Mallowdramatic started trading in August 2022 with the aim to redefine what people thought possible from a marshmallow with a very strong focus on doing things that haven't been done before. I like to tell visitors to my stall that my business is 'down to the joys of ADHD'.
What makes your product special, and why do you think it stood out to the judges?
Mallowdramatic make the freshest, fluffiest, most melt in the mouth marshmallow in the land.
We insist on making everything from scratch (including our own vanilla extract) which shines through in the quality of the products. Put simply we get a better texture, bigger flavours and more unique ideas than any other brand out there.
The simple yet effective packaging helps put all the focus on our very distinctive looking marshmallows
Who is your product designed for, and what kind of reaction have you had from customers so far?
From the offset I wanted to make a range of products that appeal to the everyone. When we conducted our market research we found that no other company made handcrafted, gourmet marshmallow that seemed specifically aimed to fully embrace appealing to the whole family. I was determined to do this and make sure I go the extra mile and put more effort into my products than any other business as I am a strong believer in that effort always pays off in the final product.
With regards reactions from customers. As a food obsessed, ex chef who did most of my experimenting at home you learn the difference between a polite reaction from an honest one and you can't fake the reactions my products are getting. As time goes on I am attracting more and more return custom and regularly have customers who will spend £30 - £40 on marshmallow.
What trends or themes do you think are shaping the gifting industry right now?
Although it is very reassuring how receptive people are to purchasing handmade, artisan products there is growing concern amongst my trading brothers and sisters about the rise of cheap, imported products and the willingness of traders to sell them.
How has being shortlisted, and now being a finalist impacted your brand so far, and what do you hope to achieve from the awards?
Entering esteemed awards with a nationwide scope (such as yourselves and the Great Taste Awards) was always a priority for me as I feel they add a great deal of pedigree to a brand. I feel this is of huge importance to my business as it helps sell my products without people needing to taste them first.
What exciting plans do you have for the future?
Although I don't feel it is right to mention specific names, Mallowdramatic, our ideas and the quality of our products has started to attract significant interest. We have had some of the biggest names in retail contact us and are currently in discussions with a company I consider to have the highest standards in the UK.
I would like to build on this and carry on the momentum gained to see just how far I can take this business as I truly believe we have a range of confectionary that is fit to grace any shop in the UK and beyond.
What’s the best gift you’ve ever received (or given), and why?
I am very fortunate to have a family and fiancé with a knack of gifting great presents. That being said I have to say getting the chance to see Lionel Messi play in the Nou Camp has to be the stand out gift I have received.
With a commitment to quality and full-family appeal, Mallowdramatic is proving that marshmallows are more than just a sweet treat - they are a gourmet experience. From humble beginnings to catching the eye of major retailers, John Short’s story is one of passion. We are thrilled to have Mallowdramatic as a finalist in this year’s Gift of the Year awards and can’t wait to see what comes next for this exciting brand. Explore Mallowdramatic's full range.
