Dive Brief:
- Nabisco's Mallomar cookies turn 100 Wednesday.
- Mallomars were created due to customer demand for the company's Marshmallow Crème cookies in retail-sized packages, and the first sale went to a Hoboken, N.J., grocer on Nov. 13, 1913.
- "Mallomar season," the period of time in which the cookies are available, typically runs from September through March because the thin chocolate used on the cookies tends to melt during hot summer months.
Dive Insight:
Because of their limited availability, Mallomars have become a cult favorite—so much so, in fact, that some consumers even hoard them. Of course, this limited availability seems a bit silly now that there are refrigerated trucks, but "Mallomar season" has become something of a tradition for Nabisco and fans. The company is running a "Mallo-Memories" sweepstakes to celebrate this year's anniversary, allowing fans to wax poetic on Facebook about the cookies that combine two great things that taste great together.
