There are certain signs of autumn’s arrival that I always look out for: the leaves changing color, the days growing shorter and shorter, and Mallomars arriving on grocery store shelves. They’re the treat I (and many East Coasters) look forward to all year long, and unlike most fall finds, there’s not a hint of pumpkin spice in them.
Much like an endangered species, my family and I send each other photos of our first Mallomars spottings each year. And, as of last week, I finally saw them back on shelves in my local grocery store. Here’s why you should be stocking up on a box (or four) of Mallomars while they’re still around. They just may very well become your family’s new favorite cookie, too.
What Are Mallomars?
Nabisco
For the uninitiated—sincere apologies it’s taken you this long to learn about them—Mallomars are a 112-year-old (!) Nabisco cookie that originated in New Jersey (that’s one thing Mallomars and I have in common). They feature a round graham cracker-like cookie topped with a mound of fresh marshmallow and a shatteringly crisp dark chocolate coating.
The flavor combination is, of course, reminiscent of s’mores, but the contrast of textures is what sets this cookie apart from all others. The chocolate coating is like the Magic Shell of the cookie world. Its satisfying *crack* gives way to ethereally light marshmallow and then buttery graham cracker. Like a Lay’s potato chip, it’s (nearly) impossible to eat just one.
As one writer described it in a 2005 New York Times article, Mallomars are akin to Proust’s madeleines (or Antoine’s ratatouille in the eponymous movie); The first bite never fails to transport me back to my childhood. They hold the same special place in my heart as Thin Mints, because much like Girl Scouts cookies, Mallomars are only sold during certain months of year. Here’s why.
Why Are Mallomars Seasonal?
When Mallomars were first made in 1913, refrigerated trucks were a dream of the future, and that crunchy chocolate coating could only stay solid for so long in the heat. Thus, Mallomars would come to be manufactured, shipped, and sold exclusively in colder months, typically October through March.
Despite technological advances of the last 112 years, Nabisco decided to keep the seasonality of the cookie as a nod to its origins and to “maintain tradition,” a spokesperson for the brand told NPR in 2013. Plus, as we know, a sense of scarcity as products leave and return to shelves creates buzz around them. As that NPR piece put it, the seasonality is what makes Mallomars “the cookie everyone likes to hoard.” This is one case where the product lives up to the hype.
Where Can You Buy Mallomars?
Nowadays, Mallomars appear on shelves in late September-early October and stay until late March-early April. However, you may not see them on shelves by you. According to a blurb on the back of the Mallomars box, over 70 percent of the cookies are sold in the New York metropolitan area, keeping its ties to its New Jersey origins strong, even a century later.
In fact, the company estimates about 95 percent of Mallomars are sold in the Northeast. If you’re not from the region, these cookies might be entirely new to you. If that’s the case, you’re welcome, because these cookies are worth your attention, and these days, you can have them shipped anywhere in the country. Simply order them online via many of the major retailers (including Amazon, Walmart, and Target), sit back, and wait for your soon-to-be-favorite seasonal treat to arrive. Believe me—I’ve already converted several Allrecipes staffers to full-on Mallomars lovers.
