For most, October means chilly weather, falling leaves, and apples. For others (myself included!), it also marks the start of Mallomars season! Having grown up in the Midwest, I had never heard of Mallomars until I moved to New York City. And wow, am I glad I found them.
Mallomars are like cookie versions of s'mores: a graham cracker base topped with a dollop of marshmallow and dipped in chocolate. The result is a smooth marshmallow chocolate concoction with the perfect crunch.
For some reason, these cookies have largely remained off the radar outside of New York. They are only available in stores from October through April, due to concerns of the cookies melting in warmer months during transit. Also, according to a New York Times article, 70 percent of Mallomars are sold in New York. Why Nabisco hasn't increased distribution on these delicious cookies is beyond me. Hasn't modern food science made chocolate available all year? Is it a marketing tactic? I've found them sold out of several stores already this week, so I have to believe it's working. And it's been working since Nabisco first debuted the cookies in 1913.
If they aren't available where you are, or when you want them, you can try our recipe for them:
• Extra-Special Treat: How To Make Homemade Mallomars
Have you had Mallomars?
• Mallomars, $6.59 a box at Amazon
Read more:
• Mallomar memories at Salon
• The Cookie That Comes Out in the Cold at The New York Times
Related: Extra-Special Treat: How To Make Homemade Mallomars
(Image: Amazon)
(Image: The New York Times/Tony Cenicola)
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Comments (14)
Yummmmmm! I had no idea they were seasonal, I rarely give in to this treat because, well, I'll devour the whole box. It's like a s'more without the mess, or you can nuke them for 5 seconds and have the mess and gooeyness! That's it, picking up a box today, they better not be sold out!
I have been wanting to try your recipe for these ever since you first posted it. I love Mallomars but have only had them a handful of times in my life. But I am sure Nabisco includes various ingredients that I don't want (like partially hydrogenated stuff) so I definitely want to make them myself!
I've never had them (live in Northern California) but am curious to try given all the hype.
When I was in advertising, we had Nabisco as a client -- they still make a number of cookies and crackers that are very regional (including a cracker sold only in Maine, but I forget the name.) Mallomars are difficult to ship -- a refridgerated truck is not typical for cookies -- so they are only sold in cooler weather. My guess is they haven't expanded into new territories because of the variables in weather/temperature.
BTW, we used to sample "new products" at the agency -- it was always amusing to get the new cookies in plastic baggies that looked like trial evidence or lab experiments. Eeeeek - Frankencookies!
We have a similar cookie available all year round in Australia called a 'Chocolate Royal'. It's made by Arnotts, the same company that makes Tim Tams.
Krembo!
http://en.wikipedia.org/wiki/Chocolate-coated_marshmallow_treats#Krembo
The Israeli version, my favorite is the mocha flavored, eaten cold from the freezer. Yum!
I have to say that I think we have Mallomars all year round here, and I live in Minnesota. I don't really like them, so I haven't scoured the shelves or anything, but I feel like they're always in their spot at the store.
Pinwheel cookies, though - those are the best. It's like a Mallomar, only bigger, and with a chocolate cookie instead of a plain one.
I loved these! I knew it was truly fall when I saw these on the shelves in my neighborhood grocery store. I have to admit that I have never seen them outside of NYC.
Hahaha, I live in the Canadian prairies, and I'm all too familiar with Mallomars. We also call them 'Wagon Wheels' for some reason.
lol Unfortunately, I think they're super gross... no substitute for the real thing (smores).
In Quebec, the Canadian version is available year-round.
I've also had the Danish version, and it is really very good!
Lots of other countries have a type of chocolate-covered marshmallow cookie:
http://en.wikipedia.org/wiki/Chocolate-coated_marshmallow_treats
I never knew they were seasonal (or popular!) because they're on the shelves year round here and there's a Mexican cookie equivalent that's sold here, too. I occasionally buy them because they're almost as awesome as moon pies but smaller.
We have them in CT too, but where I grew up in NY my mom loved them and always had a box in the house. I personally can't stand them, for me they have a horrible aftertaste.
In NYC they are seasonal - August is the cruelest month - no Malomars and psychiatrists are on vacation. Not sure which I consider the more New York of cookies - black and whites or Malomars.
I love Mallomars so much, but it kills me that I can't find them anywhere. Lately I've been spending a lot of time with my relatives who live on Staten Island and they KNOW to keep their homes stocked with Mallomars for me!