Read more: 25 Chocolate Brands, Ranked Worst To Best The journey started back in 1895 when the Rochester Marshmallow Company introduced the first commercially made marshmallow in America.

"When you see yourself on a marshmallow, or your loved one or your pet, you have a little moment with that little marshmallow. There aren't many products in the world like that," he told the Cut.

As well as sweeping London as the treat of choice thanks to artisan 'mallow makers The London Marshmallow Company, the sweet and squidgy stuff is also the subject of the a gorgeous new recipe book.