What happens when you take a classic treat and reimagine it with bold flavours, refreshing collaborations and a large dash of artistic flair? You get The Marshmallowist. Driven forward by sisters Oonagh and Jenny Simms, the business has gone from a small stall to the shelves of Harvey Nichols, Fortnum & Mason, and – this year – Marks & Spencer.
In the first episode of the Relish podcast – How to Grow a Food Business – the sisters open up about the highs, challenges and realities of building a food business that’s equal parts creativity and resilience.
Why Marshmallows?
It all started in Paris. Training as a chocolatier, Oonagh fell in love with fresh confectionery and playful flavours. When she returned to London, she began experimenting with a weekend market stall, adding marshmallows to the range. The flavours were inspired by the cocktails of the nearby bars on Portobello Road. Marshmallows quickly became the star attraction and, before long, Harvey Nichols came calling and Vogue featured them. Suddenly, marshmallows were no longer the childhood sweet you remembered – they were something far more luxurious.
The Secret to New Flavours
Oonage and Jenny shared how they decide which of their ideas makes it from the development kitchen to the shelves. From strawberry and basil marshmallows to hand-painted gourmet tea cakes, their customers and buyers expect them to push the boundaries. Sometimes they develop 20 flavours in one go, but only two will ever launch. The rest are kept in the vault, ready for the future.
When 10,000 Boxes Becomes 55,000
Nothing tests a food business quite like a significant retail order. In the podcast, The Marshmallowist share their journey to being stocked in every Marks & Spencer nationally for Mother’s Day 2025. The journey started around Christmas 2023 (!) and by Christmas 2024, they were preparing to deliver 10,000 boxes of marshmallows for Mother’s Day. Until they got a call from M&S, who wanted more. A lot more. Luckily, they have a great team. Hear how they scaled up production without losing quality in the podcast.
Building a Team That Works
Running a food business can be a lonely endeavour. For years, Oonagh worked solo. However, The Marshmallowist is now a team of nine, scaling up during peak seasons with the addition of temporary staff. What’s special is how they’ve built a loyal, close-knit crew. From turning yoga classmates into Christmas marshmallow packers to supporting apprenticeships, the sisters know that their team is the heart of the business.
TV Magic and Shopify “Ker-Chings”
Exposure matters. The sisters share how a single appearance on the Hairy Bikers’ Christmas special sent their Shopify orders into overdrive. While they watched on TV, their phone ‘pinged’ nonstop with sales – orders that they needed to fulfil in time for the big day! But getting on TV isn’t just luck. They’ve built lasting relationships and invested in training so they’d be confident and effective on-screen. That preparation paid off in repeat invitations with some exciting features coming soon.
The Reality of Growth
Behind the glossy branding and Instagram-worthy products lies the toughest challenge of all: money. The sisters are open about the constant juggle. Ingredient prices rise, especially chocoloate. Retail contracts pay on 90 or 120 days. Cash flow is tight. They’ve resisted outside investment to stay in control, but that means every growth spurt is a balancing act. Yet, they’ve learned to make it work. With resilience, good relationships and some classic, consistent branding.
Lessons for Any Food Business
Whether you’re dreaming of your own food startup or already in the trenches, the Simms sisters share valuable lessons:
- Listen to your customers. That market stall feedback shaped their unique approach to flavour.
- Consistency is power. Creating their own styling and copywriting has given them a clear and authentic brand voice.
- Relationships matter. Opportunities – from hot chocolate chains to national TV – often came from long-standing connections.
- Adapt fast. When 10,000 boxes turns into 55,000, you don’t panic. You find a way.
Listen to the whole conversation with Oonagh and Jenny Simms on the Relish podcast, How to Grow a Food Business.
