On May 14, 1920, H. Allen Durkee and Fred L. Mower, veterans of WWI and graduates of Swampscott High School, started making Marshmallow Fluff! They began by cooking at night and selling door-to-door in Somerville, MA. By 1930, their business had grown significantly, becoming the largest distributor of marshmallow cream in New England.
Originally, Marshmallow Fluff was created by Archibald Query in 1917, but he stopped due to wartime shortages… Durkee and Mower bought the formula for $500 soon after the war. They initially named it “Toot Sweet Marshmallow Fluff,” which was later shortened. They quickly gained popularity, and by 1929, they moved to a larger factory and merged with the Cream of Chocolate Company.
Durkee-Mower pioneered radio advertising in 1930 with the “Flufferettes” show, boosting their product’s popularity. They faced challenges during WWII with sugar rationing but managed to sustain their business. Post-war, they redesigned their jars and built a modern factory in 1950, which significantly increased production efficiency.In 1956, they collaborated with Nestle on a successful fudge recipe campaign. They introduced new packaging and improved efficiency over the years. They also co-promoted a Marshmallow Treat recipe with Kellogg’s in 1966, which remains popular. Durkee-Mower continues to expand and innovate, with Marshmallow Fluff now available internationally!
Now, in 2024, Fluff is still being made right around the corner in Lynn, MA for Massachusetts natives, and those seeking to indulge in the New England specialty, for more years to come. Click here to find fluff near you!
