New Jersey’s favorite cookie is back on grocery store shelves: Mallomars.
Traditionally, Mallomars become available in stores on the first Monday after Labor Day each year. The cookies are sold until March—or until the 3-million-box supply runs out. Since their invention in 1913, Mallomars have become a staple in the New York Metro Area.
Come March, It might be smart to stock up on extra boxes to last through the off-season. For now, though, we still have six more months to enjoy Mallomars.
What Are Mallomars?
The beloved cookie is honestly pretty simple. Mallomars are composed of three parts: a graham cracker-like cookie, fluffy marshmallow, and a crackly chocolate shell.
They are rich in texture. When you bite into a Mallomar, the first thing you’ll notice is the “snap” of the chocolate shell. Next comes the soft, gooey marshmallow, followed by the crumbly cookie at the bottom.
The flavor profile is similarly alluring. The marshmallow is pleasantly sweet, while the dark chocolate shell offers a contrasting bitterness. Perhaps the most important—and often most overlooked—component is the cookie, which has a hint of saltiness. This combination makes for an incredibly addicting treat.
Why Are Mallomars Seasonal?
Mallomars were first sold to a grocer in West Hoboken (now Union City) in 1913. The cookies were initially produced by Nabisco in Hoboken, which later moved production to East Hanover, New Jersey.
The seasonal availability was originally necessary. Before refrigerated trucks, Mallomars could only be sold in the colder months to prevent the chocolate from melting. Today, refrigeration makes year-round production a possibility, but Nabisco opts to maintain tradition through limited availability.
This scarcity has made Mallomars a hot commodity each fall. They signal the arrival of cooler weather and the approach of the holiday season. Fans often stock their freezers to enjoy the cookies through the summer months. Not me. I prefer to enjoy my Mallomars during the designated season as God intended.
Modern Production and Cultural Significance
Today, Mallomars are manufactured in Toronto. Despite this, they are not sold anywhere in Canada. About 70% of the supply is distributed in the Tri-State Area.
The iconic yellow box has become a symbol of nostalgia and pop culture in the region. Mallomars are referenced in movies and TV shows such as The Sopranos, When Harry Met Sally, and Gilmore Girls, further cementing their place in East Coast culture.
As the saying goes: “If you know, you know.”
Peter Candia is the Food + Drink Editor at New Jersey Digest. A graduate of The Culinary Institute of America, Peter found a passion for writing midway through school and never looked back. He is a former line cook, server and bartender at top-rated restaurants in the tri-state area. In addition to food, Peter enjoys politics, music, sports and anything New Jersey.
