Plant-Based, Stylish, and Artisanal, A’SMORE’s Macarons Are a Runaway Success—So What’s Next?

The “plant-based” category of specialty foods and beverages is vast and, particularly in recent years, can seem to be both shrinking and booming with innovation at any given moment. In confections, however, there’s no confusing the exciting new ideas and products coming from visionary emerging brands. Anwaar Spence, founder of Specialty Food Association member brand A’SMORE, followed a plant-based diet for more than a decade before launching his company just a few years ago.

With an appreciation for fine dining, Anwaar grounded A’SMORE’s signature macarons in ingredients and techniques of the highest quality. The result is a visually beautiful and indulgent product that meets today’s consumer preferences with functional benefits and nostalgic appeal. In a recent interview, Anwaar shared with SFA a peek inside the macaron magic—and what’s on the horizon for his growing brand.
 

A'SMORE made its debut a year ago at SFA’s 2025 winter show, returned for the 2025 Summer Fancy Food Show, and just took part in the new Winter FancyFaire* 2026 this month. What makes these shows meaningful platforms for A'SMORE? 

What sets the SFA shows apart is the curation. Many trade shows can feel transactional—'take a sample and move on.' But the Fancy Food Show and FancyFaire are tailored for products that are truly innovative and disruptive. Because the SFA curates such a high caliber of exhibitors, it naturally attracts the highest caliber of buyers, distributors, and retailers. 

For A'SMORE, specifically, this ecosystem is invaluable because we are an omnichannel brand operating in DTC, Retail, and Food Service. These shows bring decision makers from all those verticals. From Whole Foods to Hotels & Resorts, all under one roof. We’ve had conversations there that simply wouldn’t have happened otherwise. It’s the only platform that effectively brings the entire specialty food landscape together in one place. 
 

A'SMORE’s beautiful macarons are a visual delight and great example of artisanal on-trend specialty products. Going into 2026, are there any sneak peeks you can share of new product lines or ideas A'SMORE is working on? 

Absolutely. While we are continuing to expand our seasonal macaron offerings and rolling them into our luxury retail packaging, our biggest news for 2026 is the debut of our Artisanal Drinking Chocolate. 

This new line is a seamless extension of the A'SMORE signature experience that our partners have come to expect. We’ve applied our same intentional approach to sourcing—utilizing Okinawan black sugar and Madagascan vanilla bean—to create a flavor profile that artfully translates the complexity of our signature s'more macaron into artisanal drinking chocolate. Crucially, we are maintaining the functional benefits of marshmallow root, which bridges our confectionery roots within this new shelf-stable beverage category. We have conducted hundreds of taste tests, and the feedback has been phenomenal. We are thrilled to officially debut it at the upcoming Fancy Food Show. 
 

Enticing, on-trend flavors like Matcha Caramel and Ube Coconut help set A'SMORE’s macarons apart.  Can you share a bit about how new flavors come to be, and how you stay on top of emerging trends? 

It starts with a deep appreciation for culinary innovation. I’ve spent over a decade exploring fine dining and Michelin-starred concepts, finding inspiration not just in other confections, but in lattes, plated desserts, and savory dishes. 

Our approach is to look globally. We aren't interested in the 'traditional' flavors like cookies and cream. Instead, we want to bridge cultures. Our Ube Coconut is an ode to Filipino heritage; our Matcha Caramel utilizes Azuki beans for the caramel and Genmaicha Tea for the crumble to honor Japanese traditions. 

When it comes to trends, we distinguish between 'fashion' and 'style.' Fashion moves quickly—like the massive excitement we saw recently around Dubai chocolate. While those viral moments are exciting for the industry, our specific focus is on 'style,' which is timeless. 

We rigorously test our flavors to ensure they are sustainable staples. That is why flavors we launched a year ago, like our Truffle Noire (Black Truffle) with chèvre dark chocolate ganache, remain relevant today. We don’t just watch the market; we look for flavors that have the endurance to become modern classics. 

Talk to us about the role of nostalgia in A'SMORE’s brand and products, please. Do you credit the nostalgic appeal of s’mores to your success? Does this resonate with buyers you talk to? 

Nostalgia is the heartbeat of our brand—our tagline is 'Nostalgia Reimagined'—but we treat it as a subtle discovery rather than a loud gimmick. It’s similar to the warmth people feel for Polaroid photos; it’s a specific kind of joy that technology can't replace. 

However, the product doesn't scream 's'more' from the shelf. Often, consumers are drawn in first by the visual beauty of the macarons or the intriguing global flavor profiles. The nostalgic element is a layer that reveals itself as they experience the product—it’s a surprise realization that deepens the enjoyment. 

When I talk to buyers, this is exactly what resonates. They understand that while the stunning packaging and innovation grab the consumer's eye, it’s the execution—the texture, the taste, and that underlying emotional connection—that provides the value. We are giving retailers a product that offers the comfort of the past but meets the high standards of the modern consumer. 
 

Relatedly, A'SMORE products being plant-based is key to your story. What do you see as the future of plant-based foods and beverages? What’s the next big thing in innovation in this space? 

That is a great question. We have to be honest—the category has seen significant contraction recently, particularly in the alternative meat space. The market shifted heavily toward a "protein-first" mindset, driven largely by the rise of GLP-1s and a focus on weight management. 

However, I see the next phase as the "Maintenance Era." As we reach saturation with these weight-loss interventions, consumers will inevitably look for sustainable ways to keep the weight off without relying on injections forever. That brings us back to the fundamentals: clean, minimally processed whole foods. 

The future of innovation isn't about more science experiments; it’s about Taste Parity and Clean Functionality. Consumers are done sacrificing texture or flavor for a health halo. The product has to taste phenomenal first. If we can deliver that indulgent experience using minimally processed plant proteins—rather than highly processed isolates—we win. The pendulum is swinging back to whole-food, plant-based nutrition as the ultimate tool for long-term health maintenance. 

As we look to the year ahead, what are you and the A'SMORE team most excited about in 2026? 

We are most excited about our acceleration. We spent the last year successfully establishing our footprint in key retailers and hospitality partners. Now, we have the infrastructure in place to expand that reach and bring our clean, health-conscious products to a much wider audience. 

We’re also looking forward to expanding our lineup with our new artisanal Drinking Chocolate, and we can’t wait for the Summer Fancy Food Show in New York. We’ll be debuting our third portfolio product there—a launch that hits the exact sweet spot of the trends I hinted at.