Origins of the chocolate-coated marshmallow bear

The chocolate-coated marshmallow bear was first created in 1962 by the Bouquet d'Or chocolate factory in Villeneuve-d'Ascq, in northern France. It has since become a significant item in French patisserie, now produced by the company Cémoi, which still operates the original factory.

Rise in popularity and variations

Christophe Michalak introduced the bear at the Plaza Athénée in the early 2000s, leading to its growing fame. Pop-up shops have appeared, and numerous variations in flavor and style have emerged, including fine chocolates inside the marshmallow and passion fruit confit at Hermé.

Psychological appeal and consumer preference

Sylvie Douce, creator of the Salon du Chocolat, explains that the bear's success is due to its psychological appeal as a "transitional object." The contrast between the firm chocolate and soft marshmallow provides a comforting experience, and consumers enjoy trying to remove the bear's head or foot first.

Market challenges and product evolution

Stéphane Jitiaux, CEO of Michalak, notes that attempts to use sweeteners failed because the marshmallow became "snow-like." The search for a macaron successor has included various products, but the chocolate-coated marshmallow bear is now a strong contender in the market.

Commercial success and limitations

Patrick Morlière of La Maison du Chocolat highlights the bear's profitability, noting that it is partly automatable and less affected by cocoa price changes. However, it remains a French specialty, with limited export due to differences in marshmallow consistency compared to the American version.

Pierre Hermé and the future of the bear

Pierre Hermé, a leading macaron artisan, is the last major convert to the chocolate and praline bear. He tells AFP that he is tired of hearing for 10 years that the macaron is dead, indicating a shift in the dessert landscape.