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Have you ever noticed at a family or neighborhood gathering that the first thing completely devoured might be the dessert treats made from marshmallows and crispy cereal? No one can seem to resist the popular and tasty snack.
Among the first companies to market the cereal bar sensation was Angela Marie's Marshmallow Munchies, a Utah company founded in the mid-80s that grew to produce one of the top ten snack items in the United States. This company was later sold and Marshmallow Munchies slowly disappeared from the market. But three former associates felt that a number of market niches were not well served by existing offerings and decided to reintroduce the brand. In October 2007, Duane Roper, Joe Crane and Jeff Yarbrough, came together to form Choice Foods to make Angela Marie's Marshmallow Munchies.
The West Jordan company's products are distributed in grocery store bakeries and numerous convenience stores nationwide. Joe says the company has a loyal customer base and serves niche markets. Marshmallow Munchies are made to order and get to market faster than other similar products to ensure that the customer enjoys a treat with a fresh "home-made" taste.
Duane, Joe and Jeff wanted to keep the snack as close to the original recipe as possible but also reinvent it enough to keep up with changing consumer desires. Their principle product is the Original Marshmallow Munchie, a combination of crisp rice and creamy marshmallow. They also offer versions in chocolate chip, peanut butter, butterscotch, and one with fruity-flavored cereal mixed in. Products also vary by season from Valentine's Day and the Fourth of July to Halloween and Christmas.
Being a smaller company has helped Choice Foods achieve its goals of keeping the product fresh and being more inventive with the treat. Joe says being "lean and mean" and maintaining a "can do" attitude allows the company to adapt to customer needs quickly. All three partners love being able to keep the public satisfied with this all-American snack.
