According to a consumer study conducted by Chirp Research, half of marshmallow consumers snack on the candy straight out of the bag, despite the tight association with fireside s’mores. Seeing a need for a change in packaging to better suit consumer desire for more snackable on-the-go options, Jet-Puffed introduced a new stand-up, resealable pouch. Now, munching on a few pillowy treats while keeping the rest of the bag fresh just got a whole lot easier. The marshmallows come in regular, mini, and strawberry varieties.

Additionally, they’re also releasing a line of indulgent bites. The new sweets are Jet-Puffed marshmallows covered and topped in one of three ways, Festive Birthday Cake, Classic S’mores, and Coconut. The packaging features a design just as sweet as the smothered and covered marshmallows inside. A colorful rainbow comes off the fun and bouncy Jet-Puffed wordmark, similar to the JKR-led redesign last year. An adorable marshmallow-shaped smiley face serves as the dot above the “i” in bites. Background colors are soft and inviting, and enlarged product shots and nutritional information round out the front pouch.