S’more and More: Explore the Wonderland That is XO Marshmallow | Eater Chicago

"Founded by Lindzi Shanks and Kat Connor after selling flavored marshmallows, hot chocolate and s’mores at craft markets in 2016, this confectionery grew from a tiny Rogers Park counter into a larger Lincoln Park cafe with a bright-pink storefront, murals by Emma Moss and neon signs by Bright Tribe. The menu highlights trendy flavored marshmallows (birthday cake, salted caramel, sour lemon-lime), customizable s’mores (including non-graham cookies), marshmallow cones, turtles, “cosmallow brownies,” and a pintable marshmallow fluff called OMG that’s used in cold brew floats and “Fluffogatos”; new flavors are trialed through an annual advent calendar and customer surveys. Production and wholesale were moved to a separate 9,000 sq ft facility in Skokie, enabling distribution to roughly 600 boutiques and availability on GoPuff, while the Lincoln Park location is designed for lingering customers with communal seating, pop-ups and classes. Products are made with kosher gelatin, OMG is vegetarian, most baked goods are gluten-free, and the founders continue experimenting to create a scalable vegan marshmallow. The brand emphasizes nostalgia and joy — aiming to “heal your inner child” and keep customers smiling — and its measured growth began with a Kickstarter that funded in 30 days and led to recognition such as an invitation to the Fluff Festival." - Aimee Levitt