'Seeing our products on their shelves is a huge milestone': Co Armagh entrepreneur expands S’more’a’licious marshmallow kits across UK and Ireland
Laura Vogan’s handmade S’mores kits are now being sold in Northern Ireland, Great Britain and the Republic of Ireland as demand grows for her sweet treat brand
Armagh-based entrepreneur Laura Vogan is “still pinching myself” after winning an order from Avoca Ireland in Dublin, one of the island’s leading upmarket retailers, for her unique Smore’a’alicious mashmallows.
Smore’a’licious marshmallows from the small artisan business of farmer’s wife Laura are now on the shelves in all 29 Avoca Ireland stores in the Republic of Ireland and in Belfast city centre.
Laura explains: “Avoca has always been one of our dream retailers, so seeing our products on their shelves is a huge milestone for us as a small handmade business.
“What makes this even more meaningful is the fact that along the way, we were repeatedly told we would ‘never get anywhere in retail’ because we chose not to use a distributor. We believed in building the brand our own way, staying hands-on, and backing the quality of what we create, even when people told us it wouldn’t work.
“The Avoca order proves otherwise. I honestly couldn’t be prouder of how far this business has come and so grateful for every customer who has supported us along the way.
“Thanks to Aoife Shortt Ryan and Aine Dowling of Avoca for believing in our brand and giving us the opportunity to share our marshmallows with Avoca customers. Your support means more than you know.”
Laura successfully turned a hobby into an award-winning small business specialising in marshmallows, marshmallow fluff, chocolate and biscuits.
She set up S’more’a’licious in her kitchen in 2020 during lockdown and just two months after the birth of her second child. She subsequently won two awards for her enterprise including Dragons’ Den star Theo Paphitis’ Small Business Sunday award.
The business has continued to grow from sales here and further afield of the kits with all that is needed to make delicious marshmallows. Her customers include local delis and farm shops here and online outside Northern Ireland.
Based on the family farm, near Caledon, Smore’a’alicious now offers a wide range of different luxury treats including gourmet mallows, ideal gifts, that Laura handcrafts in different flavours
Feedback from family and friends led Laura to see what she needed to do to set up a business to make and sell the treats.