XO Marshmallow

BrandFood and Beverage ServicesChicago, IllinoisWebsite

Company Overview

XO Marshmallow is a woman-founded, Chicago-based gourmet marshmallow company reimagining a nostalgic treat through creativity, quality, and joy. Founded in 2016 after a serendipitous holiday pop-up moment where handmade marshmallows unexpectedly became the best-selling item, XO was built on the belief that even the simplest treats can create meaningful connection.Known for our gourmet flavors, seasonal collections, and thoughtful gifting, XO Marshmallow produces all products in a dedicated gluten-free and peanut-free facility. In 2017, we opened the world’s first Marshmallow Café, were later featured on the Today Show, and continue to grow a loyal national community. Our debut XO Marshmallow Cookbook brings our creativity into home kitchens everywhere.As the marshmallow category grows, XO is leading by building what doesn’t yet exist. With no available co-manufacturer for our product, we’ve developed our manufacturing process from the ground up, investing in custom equipment and infrastructure to scale responsibly. The business doubled sales year over year from 2020–2023, with continued steady growth.Today, XO Marshmallow is more than candy. It’s a lifestyle brand rooted in nostalgia, creativity, and connection, with a deep commitment to better-for-you treats and a people-first company culture. Our mission is simple: spread joy, celebrate small moments, and make life a little sweeter—one marshmallow at a time.

Founded

2016

Headquarters

Chicago, Illinois

Employees

11-50

12.5% growth last 12mo

Marketing Team

11% of company