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Americans have grown up eating s’mores by the fire for generations. That anecdotal knowledge was supported by Ghirardelli’s recent consumer research, in which 70% of consumers said that summer hasn’t started until they’ve had the treat—a correlation more significant than seeing fireworks or going to a carnival or festival. But after years of enjoying the delicious, but simple, dessert, that same research showed Americans are ready to elevate their experience.
Top line
Two in three Americans are ready to elevate their s’mores with gourmet chocolate, Ghirardelli’s research found, and three in four want to try out making them outside the traditional campfire experience.
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