Stuff ‘n Mallows sets unofficial s’mores world record

Stuff ‘n Mallows sets unofficial s’mores world record

More than 400 participants in the Guinness Book of World Records attempt for the most people simultaneously roasting s’mores celebrate April 18 at Colorado State University.

More than 400 people filled a parking lot on the Colorado State University campus Saturday, April 18, to set a Guinness World Record for the Most People Simultaneously Roasting S’mores.

The record attempt, which is pending certification by the Guinness organization, was organized by Stuff ‘n Mallows, makers of the world’s only chocolate-chip-stuffed marshmallows.

“It was awesome to see everyone come out to help us set the record,” said James Schrack, co-founder of Stuff ‘n Mallows. “We only needed 250 to set the record, but the final count was 404.”

One-step roasting process

The chocolate inside the marshmallow makes s’mores roasting a one-step process, Schrack added. The mallows were roasted for 15 seconds, then sandwiched between graham crackers. Once stewards from the Fort Collins DECA club verified that the chocolate had melted, roasters ate the s’mores and the record was set.

Stuff ‘n Mallows, which are manufactured in Fort Collins, are now sold in 200 stores in 28 states, and shipping to Bed Bath and Beyond stores nationwide, according to Dawn DeTienne, associate professor of management at CSU. The company started as a project for her entrepreneurship class in 2012, went through the 16-week Venture Accelerator program at the Institute for Entrepreneurship in the CSU College of Business, then won a spot at the CSU Hatchery business incubator at the Innosphere in Fort Collins for a year.

The company is now a full-fledged client of the Innosphere, taking advantage of all the incubator’s services for startups.

Newly elected Fort Collins Mayor Wade Troxell served as the official roasting starter at the world-record attempt, which the Stuff ‘n Mallows crew is submitting to Guinness to become official.

Co-founder Tyler Krenzelok said Guinness requires paperwork, pictures and videos of the event and outside sources to verify participants.

“It’s a six-month approval process before we’re officially certified,” Krenzelok said. “It’s been a lot of work, but it feels really exciting to see all that pay off.”

Proceeds from ticket sales to the event were donated to KOA Cares Camps, which provides camping experiences for kids with cancer.

More about Stuff ‘n Mallows.

More about the Institute for Entrepreneurship at Colorado State University.