While chocolate is a star of the classic s’more, new findings suggest that Americans are willing to elevate their s’mores with additional ingredients. A recent consumer survey from leading chocolate manufacturer Ghirardelli Chocolate Company nearly 2 in 3 (65%) have upgraded a s’more with specialty or gourmet chocolate.
76% of Gen Z and 75% of Millennials have upgraded their s’mores this way. A clear favorite for consumers is caramel. 50% say they would add caramel to their s’mores, besting peanut butter by an overwhelming 10 points.
“The survey revealed what we’ve always known – that Ghirardelli’s SQUARES are the perfect choice for making s’mores. From our signature luscious caramel Square and variety of other flavors that elevate any s’mores experience, to our perfectly sized and individually wrapped chocolate, Ghirardelli makes s’mores a Bite Better,” says Bobby Oliver, Head of Everyday Confections Brands at Ghirardelli.
S'mores continue to be a summer staple for most Americans. 70% of Americans agree that it is not summer until they have had a s’more, and 56% say making a s’more is a top summer rite of passage – including 64% of those under 30.
While 78% of Americans would eat s’mores at a campfire, many (76%) also say they look for more opportunities to enjoy this treat. 71% have made s’mores on something other than a campfire.
Ghirardelli has teamed up with The Feed Feed again for its annual Summertime S’mores Contest. Consumers who post a photo on Instagram of their s’mores made with Ghirardelli Chocolate SQUARES can enter the contest by using the designated hashtags and following the brands’ channels. Winners will receive Ghirardelli chocolate and other prizes valued at $1,100.