The Sweet Success of XO Marshmallow – Lindzi Shanks of XO Marshmallow
Lindzi Shanks
United States
sushant@treptalks.com
Full-time
Open to opportunities: Yes
Founder Socials
XO Marshmallow
Physical Location - Country: United States
Location - Countries Operating: United States
1-10 (Small Business)
https://www.xomarshmallow.com/
Established: January 2016
Business Type: Product
Category: Retail and Consumer Goods
Subcategory: Food and Beverage
Niche: Food & Treats
Segments: B2C and B2B
Structure: Private
Number of founders: 1
Business Socials
Total Investment (USD)
Annual Revenue (USD)
External Funding: No
Profitable: Yes
Traditional:
- Organic Press Coverage
- Trade Shows
Digital:
- Organic Social (Instagram)
Business Book
Productivity Tool or Tip
Inspirational Peers or Entrepreneurs
Innovative Product or Idea
Startup or Business
Best business advice
Hands down: your people are your most important asset. Not your product, not your IP, not even the money in your bank. If you don’t have the right team, nothing else matters.
INTERVIEW VIDEO (Length – 42:09)
PODCAST AUDIO
Intro
Lindzi Shanks, co-founder of XO Marshmallow, a gourmet marshmallow e-commerce company based in Chicago. Lindzi shares the fascinating journey of starting XO Marshmallow with just $200 and growing it into a multi-million dollar business. She delves into how the idea for custom-flavored marshmallows was born, the power of social media in their success, and their innovative products. Lindzi also discusses the challenges of scaling a food business, the importance of having the right people, and her vision for the company’s future. Tune in for valuable insights and the inspiring story of entrepreneurship..
Marshmallow Business Magic
Our story started with a bit of kismet. My co-founder, Kat, first made marshmallows during her last year of law school—she was hunting for a budget-friendly holiday gift for her big family and stumbled across a Pinterest recipe for hot cocoa jars that suggested, “Try making your own marshmallows.” She did, and they were a hit. Still, she shelved the idea for a while.
After graduating, Kat realized law wasn’t for her. She took a job at a café and started experimenting with marshmallows on the side, not quite sure what was next. Around the same time, I was across the city wrapping up my master’s degree in psychology and coming to terms with the fact that I didn’t want to pursue academia either. I had a background in clothing design and decided to follow that path full-time.
I won a free pop-up shop space in downtown Chicago for the holidays and posted on Instagram that I was hiring. Kat saw the post, applied, and in her interview casually mentioned she liked making marshmallows. I was like, “Perfect—I sell mugs! Let’s pair them up and see what happens.” That simple idea turned into our best-selling product.
At the end of the pop-up, I asked her if she wanted to become business partners. She said no (at first). But after some talks, we decided to give it a shot—with just $100 each and an agreement to keep it low pressure. Two weeks later, our website was live. This December marks 10 years since we started, and that $200 experiment has grown into a multi seven-figure business. Neither of us could’ve imagined where this journey would take us.
Social Media-Driven Growth
What really drew me to XO Marshmallow in the early days was the potential I saw for growth through social media. I already had experience running an e-commerce business from my original clothing line, so I understood the power of a direct-to-consumer model. But what stood out to me with XO was how Instagrammable it was—back then, if something looked great on social media, it could practically sell itself.
Now, I’ll be the first to admit—I wasn’t the one with the baking skills. At that point, the closest I came to “cooking” was heating up pizza rolls. But Kat had all the culinary know-how, and I had the marketing vision. I knew that if I could capture how amazing these marshmallows tasted through visuals and storytelling online, we’d have something special.
And we did. That’s still our approach today—we use social media to show off the magic of our marshmallows and draw people in. Once they try them, they’re hooked. The lifetime value of our customers is incredibly high because the product speaks for itself—they just keep coming back for more.
Reinventing Classic Treats
What really drew me to XO Marshmallow in the early days was the potential I saw for growth through social media. I already had experience running an e-commerce business from my original clothing line, so I understood the power of a direct-to-consumer model. But what stood out to me with XO was how Instagrammable it was—back then, if something looked great on social media, it could practically sell itself.
Now, I’ll be the first to admit—I wasn’t the one with the baking skills. At that point, the closest I came to “cooking” was heating up pizza rolls. But Kat had all the culinary know-how, and I had the marketing vision. I knew that if I could capture how amazing these marshmallows tasted through visuals and storytelling online, we’d have something special.
And we did. That’s still our approach today—we use social media to show off the magic of our marshmallows and draw people in. Once they try them, they’re hooked. The lifetime value of our customers is incredibly high because the product speaks for itself—they just keep coming back for more.
Beyond The Pop-Up: Growth
We really built this business through the power of social media. Back when Instagram was still photo-only, we started posting sneak peeks of our marshmallows before our official launch. That early buzz helped us build excitement, and since we had a mailing list from our original pop-up shop, we were able to hit the ground running. To our surprise, we started getting orders right away—more than we expected!
Soon after, we entered a local competition in Chicago called the Red Eye Big Idea Awards—and we won! That came with a major bonus: free advertising in the Chicago Tribune during the holiday season. It was something we never could’ve afforded on our own at the time, and it gave us a huge marketing boost.
But the real turning point came in June 2017, when we opened the doors to our café—the world’s first marshmallow café. That’s when everything exploded. We started getting national press from places like The Today Show, Good Morning America, and Buzzfeed. It put us on the map in a whole new way, and we’ve been growing ever since.
E-commerce Success Story
When we first launched XO Marshmallow, one of the most common questions we got was, “Where can I try this in person?” At the time, we were popping up at farmers markets and local events, but the demand for a physical space kept growing. So we ran a Kickstarter and said, “If you want a marshmallow café, help us make it happen.” Two weeks later, we were fully funded—and just like that, we were building the world’s first marshmallow café.
The café was a hit and helped us grow our brand in a big way. But everything shifted in 2020. When COVID hit, Chicago’s strict closures forced us to shut our doors temporarily, and e-commerce suddenly took off. Before the pandemic, our café and online store were growing at the same pace. But with the café at zero, our e-commerce sales skyrocketed—up 325% in 2020—and kept climbing through 2021, 2022, and 2023.
Though we reopened the café, it never returned to the same growth trajectory. By the end of 2024, we made the tough but necessary decision to close the café and focus fully on scaling what was working: our thriving online business.
Now, we’re all in on e-commerce and growing our direct-to-consumer experience. This year, we’re taking the next big step—expanding into national retail and working to bring our marshmallows to grocery store shelves across the country.
Scaling Gourmet Marshmallow Production
Our marshmallows are handmade and stay fresh for about four months, which is perfect for our direct-to-consumer model. They ship straight from our kitchen to your door with plenty of time to enjoy. But now that we’re preparing to hit grocery store shelves, we’ve had to solve for a new challenge: shelf life. Most retailers require products to last at least a year—and we’re excited to say we’ve figured it out! With new packaging rolling out this year, our marshmallows will soon meet that standard.
Of course, it hasn’t all been smooth sailing. One of our biggest challenges is heat. Marshmallows melt, and when you’re shipping from Chicago to places like Texas in the middle of summer, that becomes a real concern. We ship with ice packs during hot months to protect the product, and while that adds to our costs, we don’t pass it on to our customers—we just absorb it. Still, things can go wrong: a delivery delay, a box left in the sun… and yes, occasionally, marshmallows melt. But we always do everything we can to make it right.
Another major challenge? Scaling production. When most people think of marshmallows, they picture those standard, spongy cylinders from the grocery store. All the commercial equipment out there is built for that—not for our unique, handcrafted marshmallows. So we’ve had to design and build our own production systems from scratch. It’s not easy, but it’s what sets us apart.
Navigating Shipping Costs
One of the biggest challenges we face with nationwide shipping—especially in hotter states—is that most distribution centers and third-party logistics providers don’t use ice packs. Even if you’re just shipping within Texas, from Dallas to Houston, it’s still sweltering—and our marshmallows need that extra protection to arrive safely. That’s a big reason why we’re focused on getting into national retail stores.
Our long-term vision is all about accessibility. If it’s 104 degrees outside, we want you to be able to walk into your local Whole Foods, Target, or Walmart and pick up our marshmallows—no shipping, no melting, no waiting.
Right now, the #1 complaint we hear from customers is the cost of shipping. And honestly, we get it. With shipping carriers raising their rates every year, it now costs about as much to ship a box of marshmallows as the marshmallows themselves. That’s frustrating for everyone. So if the biggest barrier is shipping, we’ll bring the product closer to you—that’s why retail expansion is such a big part of our next chapter.
From Hustler to Entrepreneur
I always joke that I went straight from grad school into running a business because I’m just too stubborn to work for anyone else. Of course, I had plenty of part-time jobs growing up—but deep down, I always knew I wanted to do things my own way. Looking back, it’s clear I was an entrepreneur from the start. I was that kid selling candy on the playground, making scrapbooks for classmates, and constantly finding ways to turn a hustle into a business.
It actually took me a while to realize that those little side projects were pointing me toward entrepreneurship all along.
My academic background is in psychology—I was originally on track to become a research professor because I’ve always been fascinated by the way people think. And funny enough, that interest still plays a huge role in what I do now. Marketing and business are really just about understanding people. My job today is to create experiences and content that connect with our customers emotionally—to spark joy, nostalgia, and that feeling of childlike wonder. So in a way, I am still using my degree—just with a lot more marshmallows involved.
Endless Business Ideas
Absolutely—I’m one of those people who’s always dreaming up the next big idea. I actually keep a running Google Drive folder filled with business concepts. Funny enough, the ideas usually come when I’m stuck on a challenge at XO Marshmallow. Instead of solving the problem right away, my brain spins off into a whole new business idea.
So I’ll sit down, write out a business plan, design a logo, build a brand deck—basically create the full concept. And once I’ve gotten it out of my system, I can come back and figure out the original problem at XO with a fresh perspective.
It’s just how I’m wired. I love building things from scratch, and even if XO were ever sold or I stepped back from the day-to-day, I know I’d always be creating something new. Entrepreneurship isn’t just what I do—it’s who I am.
Business Lessons Learned
I always joke that if I ever start another business, it definitely won’t be in food! After everything I’ve learned with XO Marshmallow, I now have a clear list of “never agains”: no shelf life issues, nothing that melts, and nothing that needs to be produced in-house. Those lessons came the hard way—but they’ve taught me so much about what it really takes to scale a product-based business.
If I did it all over again, I’d lean on outside partners like third-party logistics providers and co-packers from the start. When you’re just beginning, it’s tempting to keep everything in-house to protect your margins. But in the long run, outsourcing can make growth a whole lot easier and more sustainable.
That said, one thing I’ll always prioritize—no matter the industry—is creating something visually compelling. If your product catches someone’s eye, you’ve already done half the work. People shop with their eyes, especially in the age of Instagram and TikTok. A visually stunning product has the power to market itself, and that’s been at the heart of XO’s success from day one.
Journey Behind the Brand
These days, people don’t just buy products—they connect with people. That’s why I believe building a brand with a real story matters more than ever. It’s not just about what we sell, but who we are. People want to know the founder, the journey, the “why” behind it all. Even as a company grows, that origin story still resonates. It gives people a sense of being part of something from the beginning. For me, it’s always been about creating something meaningful—with a human connection at the heart of it.
Maximizing Manufacturing Resources
In the beginning, I did a lot of digging—researching, watching YouTube videos, and going deep down Google rabbit holes. I like to joke that I earned a PhD from Google University! That’s how we figured out what we needed to get started. But as we grew from a small café into a full-blown marshmallow manufacturing facility, I realized that it’s hard to search for answers when you don’t even know the right questions to ask.
That’s when things started to shift. We began attending trade shows like Chicago’s Pack Expo, which helped us see equipment in action and connect with the right people. We also partnered with IMEC (Illinois Manufacturing Excellence Center) and won an automation grant. They came into our space, assessed our process, and helped us identify where we could improve and what kind of equipment we really needed—even showing us how to get it more affordably.
I’ve learned there are incredible local resources out there—especially nonprofits focused on manufacturing. If you’re building something, look into what’s available in your state. There’s real support out there to help bring your ideas to life and grow U.S. manufacturing in the process.
Passion for Social Media
Last year, I had an amazing assistant, but I found myself still doing most of the marketing—mostly because I genuinely love it. It’s my zone of genius. So, I decided to fully take it back on myself. I know that’s not realistic for every founder, but it works for me.
We don’t work with agencies, and up until now, we haven’t run any ads. Everything has been 100% organic—driven by social media and storytelling. That’s all me. I even manage the behind-the-scenes content on my personal account. Someone recently messaged me asking which agency I use, and I had to laugh—because the answer is: it’s just me. Yes, I’m exhausted—but I love it.
This year, we’re planning to explore paid ads for the first time, especially as we expand nationally and into grocery stores. But at the heart of our brand is still real, personal connection—and I wouldn’t trade that for anything.
Optimizing My Creative Workflow
I’m a big fan of systems that keep me focused and creative. I use Notion to plan all of our social media content—both for our XO account and my personal one. When it comes to editing, I swear by CapCut. It’s amazing to be able to switch between my phone and computer so seamlessly.
My workflow is pretty structured: I’m most energized in the mornings, so from 9 AM to noon, I block off that time for content creation and big-picture thinking—working on the business, not in it. Afternoons are usually reserved for meetings, which works out perfectly because that’s when I need to move around. I take most of them while walking on a pad to get my steps in.
Also, with my touch of ADHD, I keep a special timer on my desk that helps me hyperfocus when I need to. It’s all about building a flow that works for how I think and create.
Creative Start to the Day
I’ve come to really love my mornings—they’ve become a foundation for how I show up creatively and professionally. Over the past couple of years, I’ve built a morning routine that truly works for me. I start my day with a workout, then have breakfast, journal, and study Spanish before heading into work.
By the time I get to the studio, I’m on an endorphin high, which makes it the perfect window for content creation and big-picture business thinking. I reserve those first three hours of the day for creative work and growth-focused tasks. After 1 PM, my energy dips a bit, so I shift into more administrative work or meetings. Structuring my day this way helps me stay aligned, energized, and productive.
Expanding Cafe Franchise
Franchising our café concept is something we’re actively exploring, so if that’s your area or you’re interested—definitely reach out! The idea is that we’d continue to manufacture all the products ourselves and ship them directly to each franchise location. That way, every store can maintain the same quality without needing its own equipment.
We’d start franchising in the U.S. first, with plans to expand internationally down the line. For now, we’re being mindful of the current global climate and taking a strategic approach as we grow.
Growing for Acquisition
Right now, my focus is on growing this business as big as possible and getting our products into national distribution. But I’m also realistic—breaking through in the CPG and food & beverage space is incredibly tough without backing from a larger organization.
My long-term goal? Within the next 3 to 5 years, I’d love to see the business acquired by a larger food or candy company that can take it even further. Not because I want to step away from something I love, but because I want this brand to outlive me. I want it to grow beyond what’s possible with the resources we have today, and sometimes that means passing the torch to a team with the capital and connections to scale it.
This is just one chapter—and I’m excited to see where it leads next.
Mistakes Made, Lesson Learned
One of the biggest lessons I’ve learned is that people are truly the most valuable part of any business. When you have the right people in the right roles, your business can thrive. But when you don’t, it can drag everything down—including your culture and your momentum.
In our early days, we were growing fast and focused more on getting product out the door than building a strong internal culture. We made the mistake of keeping the wrong people around too long, and it cost us—not just in performance, but in losing great team members affected by that environment.
Now, I know without a doubt: your team matters more than anything. A great product can only go so far if the people behind it aren’t aligned. When the people are right, everything else falls into place.
Rapid Fire Segment
Book Recommendations:
If you’re in the food space, Cooking Up a Business is a must—it gives great step-by-step guidance for getting started. For entrepreneurs in general, Start With Why is my top pick. When things get tough (and they will), having a clear “why” is what keeps you going.
Innovative Product:
I’m always interested in innovations in the travel space—things like new Away or BÉIS bags. I love seeing how brands continue to rethink how we move through the world.
Productivity Tool:
I can’t live without Notion. It’s where I plan content, manage tasks, and map out ideas. It integrates with my calendar, and the workflow is perfect for anyone who batches tasks like I do.
Someone Who Inspires Me:
Tori Dunlap of Her First $100K is doing incredible work. Her book Financial Feminist is one we actually gift to every new employee. She’s making financial literacy truly accessible for women.
Best Advice I’ve Received:
Hands down: your people are your most important asset. Not your product, not your IP, not even the money in your bank. If you don’t have the right team, nothing else matters.
Best Business Advice
Hands down: your people are your most important asset. Not your product, not your IP, not even the money in your bank. If you don’t have the right team, nothing else matters.
Episode Summary
Lindzi Shanks, co-founder of XO Marshmallow. Lindzi shares the origin story of the gourmet marshmallow company, which started with just $200 and evolved into a multi-million dollar e-commerce business. They discuss the initial challenges, the importance of social media, innovative product development, and the strategic pivot from a physical café to a focus on national e-commerce distribution. Lindzi also provides insights on essential business practices, including team management, manufacturing customization, and using marketing tools like social media for organic growth.
Interview Transcript
Sushant Misra of TrepTalks: Hey there, entrepreneurs. My name is Sushant and welcome to Treptalks. This is a show where I interview successful e-commerce entrepreneurs, business executives, and thought leaders. And ask them questions about their business stories and dive deep into some of the strategies and the tactics that they have used to start grow their businesses.
And today I’m really excited to welcome Lindzi Shanks to the show. Lindzi is the co-founder of XO Marshmallow based out of Chicago. XO Marshmallow is a gourmet marshmallow e-commerce company, which creates innovative and delicious marshmallow treats. And today I’m going to ask Lindzi a few questions about her entrepreneur journey.
And some of the strategies and tactics that she has used to start to grow her business. Now, before we dive into the interview, if you enjoy this kind of content, please make sure to hit the like and subscribe button. And for more interviews like this, please visit treptalks.com. And with that, Lindzi, welcome and thank you so much for joining me today at Treptalks
really, really appreciate your time.
Lindzi Shanks of XO Marshmallow: Yeah, thanks so much for having me.
Sushant Misra of TrepTalks: So very, very interesting business and I read your story a little bit on your website and it seems like you started with. $200 and you build, it seems like a pretty big business. So could you share a little bit about your early days?
What, um, how did you come up with the idea and, you know, did you really dream of, uh, building a big company? I.
Lindzi Shanks of XO Marshmallow: Yeah, so my co-founder and I like to say our whole original story is a lot of kismet, right? So she actually started making marshmallows her last year of law school. She is one of five and was looking for a Christmas gift on a poor law student budget.
She found one of those classic Pinterest recipes that’s a hot cocoa and a jar with marshmallows, and at the end of the recipe it said. Try making your own marshmallows. Uh, and she did, and people love them and she kind of put it in the back of her mind. Fast forward. To her law school graduation, she realized, spoiler, she did not want to be a lawyer, and instead kind of started working at a cafe, playing around with this idea of marshmallows in her spare time while she was figuring out her next step in life.
I was on the other side of Chicago going through something very similar. I was completing my master’s degree from the University of Chicago in psychology and realized I did not wanna get a PhD and be a professor, which was my original dream. Instead, I had started at clothing school while I was in undergrad and decided to pursue that full time.
I ended up winning a popup shop in downtown Chicago that was free for the holiday season. And posted to my Instagram account that I was hiring seasonal helpers. Kat just so happened to find me through Instagram, applied for the job, and in her interview to come work for me, mentioned that she liked to make marshmallows.
I was like, well, that’s great. I make coffee mugs, so why don’t we sell the marshmallows in my store with the mugs and see what happens? Hmm. At the end of the popup shop, the marshmallow mug combination was the number one bestselling item. And I asked Kat, I was like, Hey, I, I think there’s something here.
Do you wanna become business partners? To which she promptly said no. Now, luckily the story isn’t in there. She and I ended up talking it through and decided we wanted this to be kind of low lift, just in case one of us wanted to bail out. I mean, keep in mind, at that point, we had only known each other for two months.
So we decided to each put a hundred dollars in a bank account and say, let’s see if this works out. Uh, two weeks later I had our website up and running, and December of this year will be our 10 year anniversary. So we went from little marshmallows in a mug and $200 total to we are a multi seven figure business.
And I don’t think either of us truly ever expected it would get this big.
Sushant Misra of TrepTalks: I mean, you must be a real visionary for, for being able to see the potential. Because even when you’re thinking about like coffee and marshmallows, like a regular person wouldn’t think an e-commerce business right away. Like, was your original vision to sell like locally or, um, because I believe you had started a cafe also, right?
Um. So to be able to see, like even in 20 14, 20 15, I believe that’s when you started, um, to be able to see an e-commerce business out of it like that. That’s really visionary.
Lindzi Shanks of XO Marshmallow: Thank you. What I really understood about the XO marshmallow brand at that time is I saw the potential it had for growth through social media.
So I already had an understanding of e-commerce because that’s how I was running my original. Uh, clothing store before I had my pop-up shop, everything was e-commerce, so I understood that direct to consumer shipped directly to the consumer model. What I saw with XO was the potential for something that was very Instagramable, especially at that time when you know, something being Instagramable was really whether or not something would sell.
What I didn’t have is really a culinary understanding. Um, we always joke around that like at that time the closest thing to baking I got was like heating up pizza rolls in the microwave. Luckily Ka had all the baking experience and the knowledge, and I’m like, this tastes so delicious. If I can find a way through social media to capture how delicious that is visually to the consumer.
Hmm. Once we get them hooked, I know they’re gonna be a customer for life. And that’s exactly what happened. We used social media and this is our, still our strategy today. So we use social media to hook the customer in, and that lifetime value of the customer for us is so high because our product is so good, they keep coming back.
Sushant Misra of TrepTalks: Yeah. And, and I went on your social media, right? Like on, uh, TikTok and Instagram and it’s, it’s beautiful. I mean, it’s not just beautiful. It looks delicious. Like, it, it made, it makes you want to, uh, you know, taste it. Right. Um, can you talk a little bit about your products? I mean the different kind of sweetss that you’re creating?
I mean, it seems like, um, was there some innovation there as well? Like you’re creating marshmallows in different forms, like with different mixtures and so forth. Um. Are those kind of products available elsewhere as well? Or like those, uh, the creations that you’re creating there, like, you know, your innovations?
Lindzi Shanks of XO Marshmallow: Well, it kind of depends on the product. So, when we first started our business, keeping in mind that we’ve been in business for almost 10 years now, the idea of custom flavored marshmallows just wasn’t a thing. So even doing something as simple as a champagne flavored marshmallow was innovative at the time.
Now I kind of joke around that like I sneeze and there’s 10 new marshmallow companies. ’cause it feels like everyone is kind of popping up and trying this new thing. The nice thing about that is we don’t fear the competition. Instead, we see it as an opportunity to constantly keep moving that goalpost and create new innovative products.
So our original first line of products were our classic marshmallows. So. Square marshmallows, different flavors. We try to even push the envelope with those flavors today. For example, one of my favorite marshmallows is our miso brown butter. So it’s a little savory, a little sweet. It’s not, you know, the classic flavors that you see everywhere now, like cotton candy or birthday cake.
We have those too, right? But we really continue to push the envelope at the innovative flavors. The two things that we have that you are really not seeing anywhere else, and I feel like is continuing to make us innovative. Is ROMG, so it stands for Ooey marshmallow goodness. It’s our version of marshmallow fluff.
Think Ben and Jerry’s Meats, A pint of marshmallow fluff. It’s got different mix-ins. It’s got cake, it’s got brownie. It really depends on the flavor, and the idea is that you can eat it straight outta the pint as if it was ice cream. Hmm. Before that, there was only a plain vanilla available on the market shelves, and there really isn’t anybody doing the innovative flavors that we do.
The other are our chocolate covered treats. So we’re known for our, they’re called Odo. You didn’t, so it’s edible cookie dough, topped with marshmallow, dipped in chocolate. Those are sort of our innovative flavors that are really focused on nostalgia. So I am a like 1989, like nineties millennial baby. And so I love all of my afterschool snacks from when I was growing up.
We really focus on nostalgia. And so how can we take some of those nostalgic, innovative things and bring them into new elevated things today? Uh, a great example of that is our cos Malo brownie. So I grew up eating cosmic brownies, which a lot of people are familiar with from the nineties. We took that concept and infused it with marshmallow.
So this is a brownie stuffed with fudge, topped with marshmallow, dipped in chocolate with candies on top. So you get that nostalgic element that’s familiar to you, but in a new and elevated way.
Sushant Misra of TrepTalks: No, that’s, that’s, uh, so, so interesting. Um. When you started out, um, how, so how quickly did you, so you started your e-commerce, uh, website, did the product start selling off right away, or did you have to, what kind of, how did you kind of launch the business?
Lindzi Shanks of XO Marshmallow: Yeah, so we launched the business through social media, right? So we started posting to social, uh, back when Instagram was photos only, um, before we launched and let people know what was coming. Luckily, we had a built-in mailing list of everyone who had come to the pop-up shop who had seen the marshmallows during that two month period before we.
Fully launched it and we did see orders right away. I think we saw more orders than we expected to. Wow. From there, we ended up entering our product into a Chicago, uh, local, uh, award called The Red Eye Big Idea Awards. We ended up winning. And so by winning that, uh, award, it gave us free advertising in the Chicago Tribune for the holiday season, right?
So all of a sudden we had the ability to actually put ads in a newspaper that we wouldn’t have been able to do before. So that allowed us to continue to market it. I would say the business really took off. When we opened our cafe doors in, uh, June of 2017, that’s when we started seeing so much press from the Today Show and good Morning America and Buzzfeed, we started getting a lot of national attention for having the world’s first Marsh Cafe.
Sushant Misra of TrepTalks: Yeah, I did see a lot of press on your website also. Um, so, but, but you said that you’ve now closed the cafe, so. What was the reason behind that? You, you, you basically wanted to focus all your efforts on e-commerce because that was your big channel.
Lindzi Shanks of XO Marshmallow: Of course. So when we first started the business, we got a lot of people asking, Hey, where can I come try this in person, right?
We were doing markets, farmer’s markets, popups, whatnot, and a lot of people wanted to try it in person. We actually ended up running a Kickstarter ’cause we were like, listen, if you guys wanna marshmallow cafe, put your money where your mouth is. Let’s see if you can get this funded. We ended up getting funded in two weeks.
So we said, okay, I guess we have to build a cafe now. Hmm. Ended up opening the cafe and saw a lot of success when we opened that. That changed in 2020. Hmm. So when Covid happened, you know, Chicago was very strict in enforcing, um, closures and everything like that, and so the cafe closed. And e-commerce skyrocketed.
So before Covid, our business was really growing, uh, steadily at the same pace for both channels, both e-commerce and the cafe growing kind of in tandem. When Covid happened, the cafe went to zero. E-commerce grew 325% in 2020, and then it kept growing at that rate in 20 21, 20 22, 20 23. While the cafe reopened, it recovered, but it didn’t continue to grow.
Hmm. So when we decided to close the cafe in December of 2024, it had gotten to the point where the cafe was doing the same sort of sales numbers. It did. In 2019 versus e-commerce had just skyrocketed and then turned into a multi seven figure business. But anyone who’s ever run a physical cafe will tell you the amount of energy that the cafe was taking from us was not proportional to the amount of income that it was bringing in.
So we decided to close the cafe, and this year we’re focusing not only on D two c e-commerce, but we are trying to branch out into national distribution, looking into getting into, uh, large grocery stores for the first time.
Sushant Misra of TrepTalks: No, that’s, that makes a lot of sense. And I think, uh, post covid, the kind of the culture has also changed, right?
People are now. A lot more comfortable with e-commerce and I think with all the work from home and everything, I think the foot traffic, uh, probably has, uh, slowed down. Um, I’m very curious. So the, you’re selling food product. Um, are there any challenges in like, you know, are there any challenges with like, you know, what your, um, how fresh it can be over time?
Um, are there any challenges with shipping, uh, food items? Um. Uh, you know, related to freshness and those kind of things, or, or this is kind of a different category where, you know, it, it remains fresh for a longer period of time.
Lindzi Shanks of XO Marshmallow: It does remain fresh for a longer period of time, but we’re certainly not without our challenges.
Right. So right now our products typically have a shelf life of four months. That’s great. From a D two C perspective, because something goes from here to the customer, they’ve got several months before they even need to eat it, knowing that it’s gonna be fine when it arrives to their door. This year, now that we’re looking to get into grocery store, that minimum is a year shelf life that’s required to get.
Scan on a grocery store shelf. Luckily we have cracked that code in getting it to a year. It’s going to be a packaging change that’s happening mid this year that will allow us to extend the shelf life of the product. The biggest issue we run into, and the biggest challenge is that marshmallows melt. So when we are shipping during cooler months, so for example, we’re in Chicago.
It’s March. It’s cold. So sending marshmallows from here to Texas, not a problem. When August hits and here is 95 degrees and Texas is 114 degrees, now you have bigger challenges. So we do ship with ice packs during the summer months. Obviously that does add an additional cost. It cuts into our profit. We have made the decision to not.
Pass that cost onto the customer. We instead eat that cost, which means during the summer months, our profitability shrinks. Right. And we still, while I would say 95% of the orders arrive to the customers successfully. Hmm. There are sometimes still issues. A box gets left on a UPS truck a day late, it sits on a customer’s front porch and it’s 120 degrees outside.
Products melt. Right. We always do everything we can to make it right. So the biggest challenge we find is in scaling up our manufacturing. So what we do is custom. When people think of marshmallows, they think of the cylindrical, puffy, gross bag of boring, right? Mm-hmm. All the manufacturing equipment that exists in the world of marshmallows is for those products.
Mm-hmm. The manufacturing equipment for what we do doesn’t exist. So we’re having to custom build all of those manufacturing things from the ground up. Those between that and things, shipping, those are definitely our, or things melting. Those are definitely our biggest challenges.
Sushant Misra of TrepTalks: So to me it seems like, um.
You going in the direction of, um, distributing through, I guess local stores and so forth, it’s probably a, uh, a better long-term strategy, which is, you know, maybe helps you to ship locally like, you know, Uber Eats style. You know, somebody wants this, uh, dessert and they basically order, order it, uh, locally so it, there’s less chances of melting.
Um, but it seems like you are kind of mitigating some of these, uh, shipping, um. Risks. Um, I mean, are you, are you shipping like closer to the customer? Like do you, do you have different distribution centers or are you kind of shipping like from one place? Uh, throughout the us
Lindzi Shanks of XO Marshmallow: everything here in Chicago.
Sushant Misra of TrepTalks: Oh, wow.
Okay. I mean, one, one thing to mitigate, yeah. But I guess then you’ll have the challenge of warehousing, like if you’re creating in bulk and, and distributing it from local or, and multiple distribution centers, you have to, I think that increases the complexity also.
Lindzi Shanks of XO Marshmallow: And a lot of distribution centers and three pls don’t do ice packs.
So even if you’re shipping locally within Texas, right? Let’s say you’ve got a distribution center in Dallas and the marshmallow has to make it from Dallas to Houston, it’s still really hot. And so you’re still gonna need to have an ice pack, even though it’s only gonna take a day or two. So a lot of three pls and national distributors don’t do ice packs.
That is sort of the long-term vision for getting into grocery store, not locally, but nationally. So that way if you are in Texas and it’s 104 degrees, you can walk to your local, you know, whole Foods, target, Walmart, et cetera, and pick up our products in person. Our biggest complaint we get from customers is the cost of shipping.
And unfortunately, we see every single year, USPS, FedEx, UPS, they’re all raising their shipping rates, right? And so every year the shipping rate goes up. It’s to a point now where it costs as much as a box of marshmallows to ship a single box of marshmallows. And that’s difficult for people to wrap their heads around, understandably, right?
And so if the biggest barrier for people to place an order is the cost of shipping, well we’ll just bring the product closer to them. Right now, you can pick it up in person versus having to wait for it in the mail.
Sushant Misra of TrepTalks: Yeah, no, that, that makes, uh, a lot of sense. Uh, for sure. I mean, as you were talking about it, I was, I was thinking, you know, you, you, you were doing your education in psychology, but now you’re like, you know, um.
Quite business oriented. Like did you always recognize that you had an entrepreneurial mind or you, you were kind of like entrepreneurial, um, motivated.
Lindzi Shanks of XO Marshmallow: I always kind of joke around, so I went straight from grad school into this, and part of that’s because I’m too pigheaded to work for anybody else. I mean, obviously I had plenty of part-time jobs in high school and in college, but I think ultimately I realized that I like doing things my way, and so I think there is an entrepreneurial aspect to that.
I also was definitely the kid who was constantly hustling. I had some sort of little business on the side since I was in like first grade. I mean, I would go to the store and buy up a bunch of candy and then have it on the playground and sell it for a profit. I learned how to scrapbook when I was in, uh, middle school and high school, and I would offer to like scrapbook people’s pages for them.
I constantly was looking for ways to make a dollar, and it took me a long time after having my first business to realize that there were all these little hints in my childhood, basically saying like, you are going to be an entrepreneur. Um, but I’ve always really enjoyed the way people think. And so for me that was psychology and I, I wasn’t interested in being a psychologist.
I was interested in being a research professor and, and studying more about social psychology and the way people think. And really, now that I do marketing and business, it’s really not that different if you think about it. Like my job is to think about how the customer thinks and what content can I create for them that’s gonna evoke.
The emotion that we’re looking to create, which for us is joy, nostalgia, right. So I feel like I’m still using my degree.
Sushant Misra of TrepTalks: Yeah, for sure. I mean, uh, definitely marketing is psychology, customer psychology. Um, do you see other ideas in, in the market? Like, do you get, um, I mean obviously you’re focused on your business so much, but do you see new eCom ideas for e-commerce that you’re like.
That would make a good idea, but, but then you’re not able to pursue it because you’re so much focused on, on this business.
Lindzi Shanks of XO Marshmallow: A hundred percent. I actually have a working, uh, Google Drive folder of business ideas, and usually what happens is I get stuck at xo. There’s a problem I’m trying to fix and all I can do is think of another business idea.
Mm-hmm. So I end up sitting down. And creating the entire idea. I write a business plan for it. I design the logo for it. I put the brand deck together and everything. And then once that’s flushed out of my mind, I can solve the problem for exo marshmallow instead. But I do have a running document of future business ideas.
So if we ever. Sell xo or if there’s an opportunity, if somebody comes in and there’s like an outside CEO and I’m not as actively involved in the business, I think there’s always gonna be something I’m pursuing.
Sushant Misra of TrepTalks: What is your um, criteria? Like what. I’m sure there must be a criteria that you look for in, in a, like a potential successful business.
Right. What is, uh, I mean, for this business, you said this has to be visually appealing, so it, it attracts people on social media and things like this. What are some of the other criteria that you, when you look at an idea or when something appeals to you, like you’re saying, think you know, the different points you’re looking at?
Yes, this will make a good e-commerce business or a business in general.
Lindzi Shanks of XO Marshmallow: Well, I always joke around now that I’ve learned so many things from xo, so I’m like. If I ever do another business, it won’t be food. Yeah. It won’t be anything within the shelf life. Uh, it won’t be anything that melts. Mm. And it won’t be anything that I have to produce myself in house.
So those are sort of the lessons I learned from the business here that I’m like the next business, you know, we’re gonna, I would have a three pl, I would have an outside manufacturer or a co-packer. Um. You know, I think people get so focused on margins at the time of like, let’s do it in house. That in the long term it’s easier I think to have those outside opportunities to be doing it for you.
Um, but I think for me, visually appealing is still that number one thing on the list. I just think if you have something that’s so captivating to the customer that’s visually appealing. That’s half your job, right? Half your job is convincing somebody to wanna buy it. And people, people do things with their eyes, you know, they make, they make decisions with their eyes.
And we’re so connected to our phones and social media and, you know, it’s a great way to market things free through the power of social media. So it, it, to me, is a much lower lift if you have something that’s visually appealing.
Sushant Misra of TrepTalks: That is, that is so true. Um, visually appealing story. I mean, these days, like whatever, basically captures your attention.
Uh, funny, interesting, entertaining. Um,
Lindzi Shanks of XO Marshmallow: exactly. And the reason is people don’t buy products anymore. They buy people, right. So you have to have a brand with a good story because if you’re just like corporation, X, y, z, like people don’t care anymore. Who’s the founder? What does the founder do? What is the background?
How’d they get there? That’s the journey. People are interested. Now, even if it becomes a massive company, they wanna be able to point back and say, this started this way. Right. And I was part of that original journey. And so I think, you know, it’s, it’s less so much about the product now, as much as it is the people
Sushant Misra of TrepTalks: for sure.
Now you did mention that you are doing your own manufacturing and you, you know, a big challenge is like having those, um, machines, uh, equipment made. Um, what was, can you share a little bit about, you know, did you have to hire consultants or, you know, people or work with, like people who, uh, work with these food equipment, uh, creation and these kind of things or.
Um, like what was that process like for you to find, uh, think about, I need to create this product and I’ll need the machines that created, but we, I don’t know, you know, if somebody has these machines or we are going to have to create new, like, what was that process like and how long did it take you, uh, for you to have those machines built?
Lindzi Shanks of XO Marshmallow: Yeah, so the original process was a lot of meat. It was a lot. A lot of me doing research, watching YouTube videos, trying to go down the rabbit hole of Google. You know, I like to say I, I ended up getting my PhD from Google University, you know, and kind of figuring out what it is that we needed. The thing that I finally started to realize, especially as we’ve grown and become less a cafe and more, we are a manufacture, we are a marshmallow manufacturing facility.
Right. That. It’s hard for you to Google certain terms when you don’t even know what it is that you’re Googling. So we started doing a couple of things. The first is that we found, uh, trade shows that we could go to for these types of products. We’re very lucky that Chicago. Is host to one of them. It’s called Pack Expo.
And so we’re able to go and look at manufacturing equipment and see like, Hey, does this work? Talk to the people, set up meetings afterwards. That’s how we found, um, some of our packaging. Machines now, and we actually just went through a process with a nonprofit here in Illinois called Imec. It’s the Illinois Manufacturing Excellence Center.
So we had applied for an automation grant with them and one, and basically as part of that grant, they came to our space with all of the knowledge of manufacturing. And helped us figure out like, here are the things that we need from an automation perspective. If this is the particular thing that is bottlenecking in our manufacturing, this process, here’s the equipment that you need to get.
Okay, that equipment is too expensive. Here’s how you can get that equipment cheaper. Or here’s the thing that is. It has to be custom, so it’s gonna be expensive. You can’t get a used one ’cause it’s custom. Right. And then they’ve helped us connect with other people. So I’d say, and this is something that I didn’t realize really existed in a lot of different states, is I’d say if you can find some sort of manufacturing nonprofit that’s local to your state, they have a lot of grants and they have a lot of people who.
Are trying to bring more manufacturing in America. And so they’re trying to help get the type of, uh, knowledge and equipment that you need.
Sushant Misra of TrepTalks: Wow, very interesting. Um, not just a
Lindzi Shanks of XO Marshmallow: brand that pays for the equipment.
Sushant Misra of TrepTalks: Um, yeah, I mean now Trump obviously wants to bring a lot of manufacturing, so I’m sure there’s going to be a lot more opportunity than the US for sure.
Um, are you. I mean, you are the chief marketing officer of your company. Um, do you have a marketing team? Do you work with agencies? Like are you doing your own, like, uh, how does marketing work in your business? And are you doing paid, paid advertising as well?
Lindzi Shanks of XO Marshmallow: Um, our marketing team is a department of one.
Okay. It’s me.
Sushant Misra of TrepTalks: Okay. Okay.
Lindzi Shanks of XO Marshmallow: Um, I, I did have an assistant last year, um, and she was wonderful, but I realized I was still doing the majority of the marketing and because I was doing it, because I love doing it, there just wasn’t a lot of opportunity for her to grow. So decided to kind of take it back on myself.
I know that that is super unrealistic for the majority of founders. Um, but we don’t work with agencies. Um, I actually don’t run. Any ads, everything we do is organic marketing. Um, this actually is gonna be the first year we probably start doing paid ads because we are looking for more national distribution.
And as we get into grocery stores, we wanna be able to do targeted ads for the local areas, for those stores to let people know that we’re in person. Uh, but the vast majority of the marketing we do is social media. It’s me. Um, I love it. I literally had somebody message me the other day. ’cause I also run all the social media on my personal account in which I give the behind the scenes on what’s going on.
Um, actually recording this right now, so maybe we’ll see some of this video on my personal account. Um, and I had somebody message me and say, Hey girl, what agency are you working with? Who’s doing all your social? And I was like, I don’t know, it’s me. She’s like, how are you not tired? I was like, I’m exhausted.
I am exhausted, but I also love doing this. This is the thing, you know, I don’t know if you’ve ever uh, heard of like zone of genius, but this is my zone of genius. This is the thing that marketing doesn’t really always feel like work to me ’cause I love doing it.
Sushant Misra of TrepTalks: So I have to ask you, what is your, I think many people would be interested in what is your workflow and what, what are your favorite social media tools?
Lindzi Shanks of XO Marshmallow: Yeah. So, um, I use Notion, I love Notion, I use it to plan out my social media calendar, both for the XO account and my personal account. Um, I live and breathe by cap cut. It is such a fantastic editing program. Um, I like that I can do it both on my computer and on my phone. Um, and my workflow is really, I am highest energy when I first get into work.
So when I get here from 9:00 AM to 12, I really try not to put too many meetings in there. I try to let that be content creation time. I like that to be, um, I. Just high level thinking time as opposed to working in the business. So it’s working on the business, not in the business. Hmm. And then I usually spend my afternoon in meetings, mainly because at that point I need to get up and walk.
So if I’m in a meeting, I’m on a walking pad ’cause I gotta get my steps in. Um, that’s sort of my workflow. I, I have, uh, a little bit of a DHD, but I actually have, uh. An a DHD timer on my desk that allows me to hyperfocus when I need to. Um, and I find that that works really well for me.
Sushant Misra of TrepTalks: So morning is kind of your most creative time.
I would, um, that’s what I’m hearing.
Lindzi Shanks of XO Marshmallow: Yeah. Yeah. I, I love my mornings. I’m very fortunate that in the last year or two, I’ve really developed what I find to be a really good morning routine for me. I get up in the morning, I work out, um, then I have breakfast, then I journal, then I study Spanish, and then I end up coming into work, and then I.
The first three hours for the day for me are really focused on content creation and creativity and, and business growth. Because I’m already writing such an endorphin high from working out and everything, and that works for me after one o’clock. I’m so tired that it’s hard for me to do sort of that high level thinking, uh, that I try to do it early in the morning.
Sushant Misra of TrepTalks: So I saw on your website that you’re also shipping in other countries like Canada. I believe I saw uk, maybe others also. Um, I would assume it becomes challenging as, you know, to ship to other country. Uh, as you mentioned, you know, shipping is challenging and probably more expensive also. Um, do you ever think about franchising your, I mean, this idea or, or the, you know, little cafes, um, or some sort of, you know, way of.
Having people take your idea and have their own like creation while you als also get paid in the process.
Lindzi Shanks of XO Marshmallow: Yeah, so franchising the Cafe Cafe idea is something that we are actively discussing. So if anybody is interested or knows how to do franchising, hit me up.
Sushant Misra of TrepTalks: Um, okay. But that would, wouldn’t that involve like the person who’s like, uh, wants to create a store in Canada?
Wouldn’t they need the, the machine to create these products?
Lindzi Shanks of XO Marshmallow: No. No. So what we would do if we end up franchising, is we would still manufacture everything and we would ship it to, okay. Yeah. And we would start with primarily franchising. In the us
Sushant Misra of TrepTalks: Hmm.
Lindzi Shanks of XO Marshmallow: And then expand it out into international markets.
Okay. Because I think trying to do anything international right now in our political climate is gonna be significantly challenging.
Sushant Misra of TrepTalks: Yeah. Um, where do you see your business? Like, what is your future vision for the business? Let’s say five years down the road or so, do you still. Want to continue building this business?
Do you see yourself hiring like someone else, a CEO who can run this business and then you go create something different? Do you have, like, do you think about this? Or is it, uh, right now you’re completely focused on this, uh, growing this business.
Lindzi Shanks of XO Marshmallow: Yeah, it’s a little bit of both. So right now I’m focused on growing the business as big as I possibly can and getting as much national distribution as possible.
The reality is with the CBG world and the food and Bev world, it’s really difficult to get a business past a point if you’re not part of a larger, uh, food organization. So our ultimate goal. Likely within the next three to three to five years is to be acquired by another food company and let them take it.
Because the reality is I love what I do and I think I’m gonna get this business even further than it is now. But I also deeply want this business to outlive me, and so I wanna be able to eventually. Put it in the hands of a larger, uh, candy company or a larger, um, food company that has the capital that we just don’t have, and that has the connections that we just don’t have to just allow the business to grow and then move on to the next thing.
Check out my goal. And see what next.
Sushant Misra of TrepTalks: Yeah, I think that that makes a lot of sense because what that company will be buying is probably your brand and the recipes. Um, so I don’t think that it’s, uh, it’ll be a very challenging way to sell the business. Right.
Lindzi Shanks of XO Marshmallow: I hope not.
Sushant Misra of TrepTalks: Yeah. Um, in every entrepreneur’s journey, there’s always, um, failures, lessons learned, what has been.
For this business specifically, what has been like a, a one or two learning experience where, you know, there was a mistake or a failure that, that where you said, you know, it was a big learning lesson for you. Uh, what, what did you learn? What can other entrepreneurs learn from your mistakes?
Lindzi Shanks of XO Marshmallow: Yeah. I’d say what we’ve realized is that people.
Are the biggest asset of your business, and that can be a good thing and it can be a bad thing. So it’s a good thing if you have the right people and the right positions to help move your business forward. But especially when we first started out and didn’t really have the experience and were really focused on the business was growing so quickly, we were less focused on culture and more focused on just getting the product out the door.
We let people stay on far too long and people who, who should have been let go a long time ago and it not only brought the business down, but it brought the culture down and we ended up losing good people who. We’re affected by the toxicity of the bad people. So I’d say lesson learned for us is that our people are more important than literally anything else that we do.
And if the people are right, the business soars and if the people are wrong, it doesn’t matter how good your product is, your gonna suffer and your business is gonna suffer.
Sushant Misra of TrepTalks: Yeah, that’s, that’s, uh, such a great, uh, advice, uh, for sure. I’ve, I’ve heard that from a lot of other entrepreneurs as well. Um, now I’m going to move on to our rapid fire segment.
In this segment, I’m going to ask you a few quick questions and, um, you have to answer them maybe in a word or a sentence or so. So the first one is one book recommendation for entrepreneurs and why.
Lindzi Shanks of XO Marshmallow: So if you are, I’m gonna give you two. Okay. So if you’re a food business, um, do cooking up a business, it’s got so much great step-by-step information on how to start a business.
But for entrepreneurs in general, I really love the book. Start With Why. Because if you don’t really understand why it is that you’re running the business and realization that it’s. It’s not the product, it’s the overall message behind what you’re doing. You’re gonna get burnt out so fast and you’re not gonna wanna do it.
You have to be able to default back to your why when things are rough. So I definitely recommend that book.
Sushant Misra of TrepTalks: Awesome. An innovative product or idea in the current e-commerce retail or tech landscape that you feel excited about.
Lindzi Shanks of XO Marshmallow: I feel like I continue to get excited about all the additional travel stuff that’s coming out.
So whether that is, um, a new away bag or a new base bag, I’m really constantly excited to see what new things are coming out in travel space.
Sushant Misra of TrepTalks: Are you a big traveler? Do you, do you love traveling? Yeah. Okay. A business or productivity tool or software that you would recommend or a productivity tip.
Lindzi Shanks of XO Marshmallow: Yeah, so I know I’ve already talked about it, but, um, I highly recommend notion for anybody.
It also connects to your Gmail calendar. Does the productivity flow on notion, especially if you are someone who batches ta tasks like I do, it’s just the workflow makes it really easy. And they have a free version too.
Sushant Misra of TrepTalks: Yep. I, a peer entrepreneur or business person whom you look up to or someone who inspires you.
Lindzi Shanks of XO Marshmallow: So, um, I don’t know if you’re familiar, but, uh, Tori Dunlap from her first a hundred K, um, she wrote a book called Financial Feminist, and it’s actually now a book that we give to every single one of our employees when they start. I just love what she’s doing in trying to make, um, access to money, knowledge, and information to women accessible.
Sushant Misra of TrepTalks: My background went away. Just gimme one second. Hopefully it comes back. Yeah.
Okay. Sorry about that. I’ll, I’ll edit that out. Yeah. Final question. Best business advice that you have ever received or you would give to other entrepreneurs?
Lindzi Shanks of XO Marshmallow: Honestly, I think I already kind of mentioned it, but at the end of the day, the best business advice I can give you is that your people are your most important asset.
It’s not your ip, it’s not your product. It’s not the money in your bank account. It is your people because they are the difference between whether or not your business succeeds.
Sushant Misra of TrepTalks: For sure. Well, Lindzi those were all the questions that I had. Thank you so much for sharing your story for, uh, taking the time to join me today.
Uh, what is the best way people can, um, find and purchase your products?
Lindzi Shanks of XO Marshmallow: Yeah, so you can find us online@xomarshmallow.com or follow us on social media at xo Marshmallow. You can also find me at x uh, at Lindzi Shanks. Um, on my personal account, I tend to share sneak peeks and behind the scenes and new product drops before the business does.
Sushant Misra of TrepTalks: Awesome. Well, Lindzi, thank you so much again. Really, really appreciate your time today and, uh, thank you so much again for sharing your story and wish you all the very best.
Lindzi Shanks of XO Marshmallow: Thank you so much.
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