Case Study

The Naked Marshmallow Co.

Food eCommerce

The Naked Marshmallow Co. is a small, family-run business based in Lincoln, UK, specialising in handmade gourmet marshmallows, infused marshmallow gin and marshmallow-themed gift sets.

The name “Naked” reflects their commitment to 100% natural, artificial-free ingredients — stripping away anything unnecessary to focus on pure, high-quality flavours. Their marshmallows are handcrafted in small batches, ensuring an authentic, premium product.

From humble beginnings, the brand has grown into a thriving eCommerce operation, boasting two physical stores and significant online sales via their Shopify-powered website, TikTok Shop and marketplaces like Etsy.

The business experiences seasonal peaks, particularly in November, thanks to their best-selling Advent Calendar and unique gifting options. These surges have transformed their delivery needs, growing from a few weekly collections in 2019 to now considering trailers to manage Peak volumes.

The Challenge

The Naked Marshmallow Co. sought a partner to streamline their logistics as they expanded their online presence. They needed:

Scalable delivery solutions to manage growing volumes, especially during peak seasons.
Integration of multiple sales channels, including Shopify, for efficient order processing.
Support for premium services, such as age-verified delivery for their infused marshmallow gin.
International shipping options to reach customers beyond the UK, particularly in the USA.

Seeing Delivery Differently

GFS provided The Naked Marshmallow Co. with a comprehensive delivery and technology solution to support their rapid growth:

Multi-Carrier Delivery Solutions

Scalability: Flexible delivery options allowed The Naked Marshmallow Co. to adapt to increased volumes during Peak, ensuring seamless operations.
Premium Services: DPD’s age-verification delivery service supported compliance and customer satisfaction for their infused gin products.

Technology Integration

Shopify Integration: GFS seamlessly connected their Shopify store, automating order processing and reducing manual effort.

Pro-active Account Management

GFS conducted market research and offered tailored recommendations, such as introducing Klarna for improved basket conversion and premium delivery options.

A key suggestion from GFS was exploring TikTok Shops to reach their younger audience, resulting in a near-doubling of sales in the first year of implementation.

International Shipping Support

GFS enabled international delivery options despite challenges posed by the product’s nature (food restrictions, FDA guidelines, etc.). This was vital for expanding to the US market, where marshmallows are particularly popular.

Peak Planning and Support

As The Naked Marshmallow Co.’s Advent Calendar became a bestseller, GFS worked closely with the team to ensure smooth Peak operations. From scaling delivery volumes to supporting increased website traffic, GFS provided the flexibility needed to handle growing demand without compromising customer satisfaction.

The Result

Customer Satisfaction: Offering premium delivery options like next-day and age-verified services improved customer experience and trust.
Pro-active Growth Strategies: GFS’ consultative approach positioned The Naked Marshmallow Co. to capitalise on new opportunities, such as TikTok Shops to connect with Gen Z and millennial audiences. Despite TikTok’s complex integration requirements, GFS provided workarounds to streamline order data transfers, enabling the brand to scale their TikTok operations efficiently.
Sales Growth: Sales nearly doubled in the first year of joining TikTok Shops, with live-stream packaging and influencer collaborations driving engagement and conversion.
Streamlined Operations: Automated Shopify integration and tailored carrier solutions simplified order processing and delivery, even during peak periods.