It's that time of year again. I'm not talking about the holiday season or the fact that there is a whole new array of winter vegetables in the produce aisle. I'm talking about the fact that late fall is when Nabisco puts out Mallomars again. Mallomars are a cross between cookies and candy, with a fluffy marshmallow topping a crispy cookie, all covered in a thin layer of dark chocolate. It is the chocolate layer, which hasn't been replaced with a chocolate-flavored, heat resistant substance, that makes Mallomars so vulnerable to destruction in warm weather. They are at the top of the snacking pyramid for marshmallow lovers and, as they are only readily available for a few weeks each year, they are quite the hot item, despite the fact that they can only be sold when the weather is cool.
They have been around since 1913, so they have nostalgic appeal in addition to generally being appealing to new, younger audiences. The place where Mallomars are the most popular is New York, which Kraft/Nabisco says makes of 70% of its annual sales of the treat. Not only that, but some of the vendors that carry it say it is their best selling cookie all year - probably because people are stocking up for the off season.