What Are Marshmallows, Really?
A marshmallow is aerated sugar syrup stabilized by a gelling or foaming agent. Sugar and a sweetener like corn syrup give it body, air gives it fluff, and something has to hold those air bubbles in place so the whole thing doesn't collapse into sticky goo. In the mainstream version of the candy, that something is gelatin. It's the reason a campfire marshmallow stretches, puffs, and browns instead of simply melting.
That one ingredient is why the question "are marshmallows vegan?" has a short and slightly annoying answer: most of the ones sold in the average American grocery store are not. But a growing number of brands use plant-based alternatives, and the good ones are close enough to the original that you can still make s'mores without a compromise.
Why Marshmallows Aren't Vegan: The Gelatin Problem
Gelatin is a protein made by boiling collagen-rich animal parts, typically skin, bones, and connective tissue from pigs and cattle. It is not a plant product under any definition, and it is not vegetarian either. It's the single most common reason candy fails the vegan test, and it shows up in marshmallows, gummy candies, some frostings, and many yogurts and desserts.
Gelatin is also easy to miss if you aren't looking for it, because it's sometimes listed simply as "gelatin" and nothing more. There's no "may contain" ambiguity: if the ingredient list says gelatin, the product is out. The trickier cases are the other ingredients that can make a marshmallow questionable, which we cover below.
Other Ingredients to Watch For
- Gelatin: The big one. Any marshmallow listing gelatin is not vegan.
- Refined cane sugar: Some strict vegans avoid conventional sugar because bone char can be used in some refining processes. This is the same debate covered in our guide on whether white sugar is vegan. Brands using organic cane sugar or beet sugar sidestep the issue.
- Confectioner's glaze or shellac: Occasionally used on novelty or seasonal marshmallow products for shine. Shellac is derived from the lac bug and isn't vegan.
- Carmine (cochineal): A red dye made from insects, sometimes found in pink or strawberry-flavored marshmallows.
- Egg whites: Used in traditional European-style meringue and some homemade or gourmet marshmallows.
- Honey: Appears in some artisan marshmallows as a sweetener.
Brand-by-Brand: Which Marshmallows Are Vegan?
Ingredient lists change, so always confirm on the current package or with the spvegan.com ingredient checker. Here is how the common options generally break down.
Jet-Puffed (Kraft Heinz): Not vegan. The standard Jet-Puffed ingredient list includes gelatin alongside corn syrup, sugar, and modified cornstarch. This is the default marshmallow in most U.S. stores, so it's also the one most people grab by mistake.
Store brands (Great Value, Kroger, and similar): Generally contain gelatin. The packaging usually makes this obvious in the ingredient list, but don't assume a private-label product is plant-based just because the price is low and the marketing is plain.
Campfire and other mainstream brands: Typically use gelatin. Check the label, as formulations vary by country and product line.
Dandies (Chicago Soy Dairy): The best-known vegan marshmallow. It's marketed as free of gelatin, corn syrup, and artificial dyes and flavors, and it comes in vanilla, mini, peppermint, and seasonal flavors. It's widely sold at natural food stores, many mainstream supermarkets, and online. The brand has long been the default recommendation for vegan s'mores.
Trader Joe's vegan marshmallows and other natural-store options: Several specialty and store brands sell plant-based marshmallows, though availability changes seasonally. If you can't find Dandies, check the natural foods aisle and read the label for gelatin before you buy.
What Replaces Gelatin in Vegan Marshmallows?
Vegan marshmallows get their structure from plant-based foaming and gelling agents. Depending on the brand, that can include soy or pea protein as a whipping agent, carrageenan or agar as a gelling agent, and tapioca-based syrups and starches for body. Because the texture comes from a different chemistry, it won't be identical to gelatin-based marshmallows. Our read on it: the difference is noticeable when you eat one raw, but much smaller once it's toasted.
One note for readers with allergies: some vegan marshmallows use soy protein, so they aren't automatically safe for people who avoid soy. Read the allergen statement rather than relying on the "vegan" claim alone.
Gelatin vs. Vegan Marshmallows Compared
| Factor | Gelatin Marshmallows | Vegan Marshmallows |
|---|---|---|
| Vegan? | No | Yes (check label) |
| Texture raw | Springy, bouncy | Slightly softer, a bit denser |
| Roasting | Puffs, browns, melts evenly | Toasts well, can brown a little faster |
| Typical sweetener | Corn syrup, sugar | Tapioca syrup, cane sugar |
| Availability | Everywhere | Natural stores, many supermarkets, online |
| Price | Cheaper | Usually noticeably more expensive |
How Do Vegan Marshmallows Taste and Roast?
This is where the skeptical question matters: do they actually work? For s'mores, mostly yes. Plant-based marshmallows toast, blister, and go gooey in the center. The flavor leans toward vanilla and a slightly less "candy-like" sweetness than the corn syrup versions. Some people find them a touch chewier or denser straight from the bag. In a hot s'more with chocolate and a cracker, most of that difference disappears.
Where they can disappoint is in recipes that rely on gelatin's specific behavior, like some Rice Krispie treats or homemade marshmallow fluff. They usually still work in treats, but results vary, and some require a little experimentation with heat and timing.
How to Check a Marshmallow Label
- Scan for the word gelatin first. If it's there, you're done.
- Look for carmine, cochineal, confectioner's glaze, shellac, egg whites, and honey.
- Check for a vegan certification mark or a clear "vegan" claim, then still read the ingredients.
- If sugar sourcing matters to you, look for organic cane or beet sugar.
- Check allergens if you avoid soy.
- When in doubt, run the ingredients through the spvegan.com ingredient checker.
Can You Make Vegan Marshmallows at Home?
Yes. The most common home method uses aquafaba, the liquid from canned chickpeas, whipped with sugar syrup and a gelling agent such as agar. It takes patience and a candy thermometer, and the result is closer to a soft meringue-style marshmallow than a bagged one. It's a fun project, but for most people a bag of Dandies is simpler.
Who Should Buy Vegan Marshmallows?
Buy them if you're vegan or vegetarian, avoid pork or beef products for religious or personal reasons, or just want a candy without animal-derived gelatin. They're an easy swap for s'mores, hot chocolate, and holiday baking.
Skip them if you have a soy allergy and the brand uses soy protein, or if you're on a tight budget and not avoiding gelatin. The price premium is real.
Are Marshmallows Vegetarian or Halal/Kosher?
Gelatin-based marshmallows aren't vegetarian either, since the gelatin comes from slaughtered animals. Religious dietary rules add another layer. Pork-derived gelatin is not halal or kosher, while some products use beef or fish gelatin, or a certified alternative, to meet those standards. A kosher or halal symbol doesn't mean a product is vegan, though, because beef gelatin can still be certified. The only reliable signal for vegans is the absence of gelatin and other animal ingredients, ideally paired with a clear vegan claim.
Common Marshmallow Products and Their Vegan Status
Marshmallows hide in more products than the classic bag. Marshmallow cereal treats, hot cocoa mixes with dehydrated marshmallow bits, seasonal candy, and baked goods can all contain gelatin. Cereal marshmallows are a common trap because the ingredient list is long and the gelatin sits near the bottom. If you're buying packaged treats that mention marshmallow in any form, read the list from start to finish instead of assuming.
Marshmallow creme spreads are another gray area. Some are made with egg whites, some with plant-based proteins, and some with neither. There's no industry standard, so brand-specific checking is the only safe approach.
Is It Worth Paying More for Vegan Marshmallows?
If you avoid animal products, the question is moot, because the alternative is not eating them. If you're curious but not committed, the price premium is modest for an occasional treat. A bag costs more than a store-brand gelatin bag, but a bag lasts through a few campfire nights. Natural food stores, larger supermarkets, and online retailers carry the main vegan brands, though stock can run thin outside the summer s'mores season, so buy a couple of bags when you find them.
From a skeptical standpoint, the one claim worth treating carefully is that vegan marshmallows are "exactly the same." They aren't. They're close, and for most uses that's enough, but anyone expecting a perfect clone of the springy gelatin version will notice the difference side by side.
Final Verdict: The Best Vegan Marshmallows
Standard marshmallows are not vegan because they contain gelatin. Vegan marshmallows exist and are good enough to be a genuine substitute, particularly for roasting. The rule is simple: if you see gelatin, put it back. If the package is clearly labeled vegan and the ingredients check out, you're fine.
Rating for vegan marshmallows as a gelatin replacement: 8/10. They lose a point on cost and a point on raw texture, but they earn their place at the campfire.
