marshmallow Logos and Brands

Airy marshmallows, confectionery made from sugar and gelatin, set the theme for the “Marshmallow” section. Kraft (now Kraft Heinz), with its classic white Jet-Puffed and Campfire Marshmallows, and Haribo, with its chewy versions, represent the marshmallow market associated with the American culture of s’mores and hot chocolate. The logos of the brands in this section feature soft, rounded shapes and images of a campfire, conveying the warm, homely atmosphere of consuming their products. Companies in this category produce confectionery that occupies a unique niche between candy, dessert ingredients, and a standalone treat for roasting over an open fire.