Heather Fogelstrom of Toasted S’mores on Launching a Modern Gourmet S’mores Brand

Heather Fogelstrom of Toasted S’mores on Turning a Decade Long Idea Into an Elevated Dessert Brand

Heather Fogelstrom is the Co Founder of Toasted S’mores, a California based food brand bringing a modern, handcrafted twist to the classic campfire treat. After spending years building a career in communications, marketing, and change management across the technology and corporate real estate sectors, Heather combined her passion for meaningful experiences with a long standing entrepreneurial dream to launch the business alongside her husband.

Toasted S’mores reimagines the traditional graham cracker, chocolate, and marshmallow combination with small batch ingredients and thoughtfully crafted flavors designed for fire pits, beach bonfires, and memorable gatherings. The brand focuses on creating nostalgic yet elevated experiences that bring people together around food, connection, and celebration.

Please share a brief introduction and your business:

A communicator by training and a counselor by education, I’ve built a career rooted in one constant: people. Across communications, change management, and entrepreneurship, the connecting thread in my work is creating exceptional experiences that bring joy.

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My path hasn’t been linear—but it’s been intentional—blending strategic transformation with empathy, emotional intelligence, and a deep belief in human connection. After dreaming about it for a decade, my husband and I co-founded Toasted S’mores, turning a long-held idea into something real (and undeniably delicious). I’m passionate about bringing people together, shaping experiences that matter, and making life—and work—a little sweeter.

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Toasted S’mores offers a modern take on s’mores. We replace the standard Honey Maid + Hershey’s + Jet-Puffed s’more with a handcrafted, elevated version that feels nostalgic but entirely new. Think small batch graham crackers, marshmallows, and chocolates in a variety of flavors—packaged and ready to go for the fireside.

Do you have a co-founder?

Yes, it's my husband and building our business has brought us closer together.

Are you a mamaprenista?

Yes, having strong alignment with your partner and ensuring you lean on the support of your community.

Take us back to when you launched? What was your marketing strategy?

We recently launched and our main marketing strategy has been via social media to our own networks. Our friends and family have been very supportive but now the challenge is growing our business outside of our network.

Did you always know you wanted to be an entrepreneur?

Yes, ever since I was a young child I remember dreaming up ways I could sell my own creations to family, friends, and neighbors.

What accomplishments are you the most proud of to date in your business?

Simply launching our business.

What is one thing you wish you had known when you started your Entreprenista journey?

I just joined last month and am still learning.

What did you do before starting your own business?

My background has primarily been working in the technology and corporate real estate sectors in communications, marketing, and change management capacities.

What made you take the leap to start your own business?

My husband and I always had the dream of building a business together and worked on turning our vision into reality. It took nearly a decade to refine our product, acquire the tools needed to launch, and turn a passion project into a legitimate business. Over the past decade, with graduate school, a global pandemic, managing two full-time jobs, and having a baby, we had many things vying for our attention. But, we knew if we didn't make the decision to try launching our business, we would feel unfulfilled and disappointed. So, we finally took the leap of faith and launched our business, Toasted S'mores, as an LLC with a Cottage Food Operator's permit within California at the end of November 2025.

Do you have any recent wins?

Not yet--we're just getting started.

What's one app on your phone that you cannot live without?

The Podcasts app. I find so many useful podcasts that provide inspiration and support the development of my business.

Who are your customers?

Toasted S’mores serves California-based, experience-driven consumers who value premium ingredients, intentional indulgence, and meaningful moments—bringing people of all ages together through elevated s’mores designed for fire pits, beach bonfires, and beautifully curated gatherings.

What's your top productivity tip?

Having an accountability partner.

What's your favorite business tool?

Wix.com has been awesome for building out our website and point of sales tool.

What's your approach to work-life balance?

Being intentional and not being afraid to ask for help.

How do you avoid burn-out?

Meditation, therapy, connecting with friends, taking breaks, and going for walks.

What advice do you have for aspiring Entreprenistas?

Take the leap of faith--you won't regret it!

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After nearly a decade of refining the idea, Heather Fogelstrom and her husband officially launched Toasted S’mores in late 2025, transforming a passion project into a growing food brand centered on experience driven indulgence. As the company expands beyond its initial network of supporters, Heather continues to focus on building community, sharing joy through food, and creating moments that bring people together.

If you are a woman founder looking to grow your business while connecting with a powerful network of female entrepreneurs, Entreprenista provides the community and resources to help you scale with confidence. Learn more about joining Entreprenista League.