The Colorado State University alums who revolutionized campfire snacks with their chocolate-chip-stuffed marshmallows are reaching for a world record for the most people making s’mores simultaneously.
The Guinness World Record attempt, organized by Stuff ‘n Mallows, is set for April 18, 11:30 a.m., in CSU parking lot 240 (at Meridian and Pitkin streets).
“We need at least 250 people to set a record, but our goal is 500 people or more,” said James Schrack, co-founder of Fort Collins Specialty Foods, maker of Stuff ‘n Mallows. “We will provide the graham crackers, a roasting stick with a Stuff ‘n Mallow on it, and tables for 10 around a campstove. Once our stewards verify that the mallow has been roasted and submitted the total for the record, participants get to eat the s’mores.”
Participants must have a ticket to be admitted. Tickets are $5 each, available online at www.smorerecord.com. All proceeds will be donated to KOA Cares Camps, which provides camping experiences for kids with cancer at KOA Campgrounds.
“We wanted to do something more than just get Stuff ‘n Mallows into the Guinness World Record Book,” Schrack explained. “So why not help out an awesome camping charity at the same time?”
Appropriate to share the love, since April 18 is also officially I Love CSU Day throughout Colorado.
In addition to being part of the attempt (and getting to eat the s’more), each roaster will also receive a participant ribbon, a group photo, a coupon for discounted Stuff ‘n Mallows, and a sticker.
Started as class project
Schrack and his co-founders Tyler Krenzelok and Paul Jenkins developed Stuff ‘n Mallows while they were in the 16-week Venture Accelerator program through the Institute for Entrepreneurship in the CSU College of Business in 2013. Their business plan was to place chocolate chips inside the marshmallow to create a better “s’more eating experience.”
After the class ended, Stuff ‘n Mallows spent a year in the CSU Hatchery at the Innosphere incubator in Fort Collins, refining their product and company. They made their national debut last summer at the Chicago Sweets and Snack Expo, the largest confectionery trade show in the world, where they were one of five nominees for the Most Innovative Product award in the Sweets Category.
“It was our first trade show where we exhibited,” Schrack said. “It was cool to see Stuff ‘n Mallows there beside products from Hershey’s and Kit Kat Unwrapped. And we gained really good attention from the industry, too.”
Stuff ‘n Mallows are now available in more than 200 stores in 28 states, including New York, Minnesota and Illinois as well as Colorado.
The company has moved out of the Hatchery but not out of the Innosphere; Stuff ‘n Mallows has its own space as an Innosphere client.