Shoppers on social media say “Maigums” chocolate marshmallow tastes different

Fans of “Maigums,” a chocolate-covered marshmallow treat popular in Latvia, are expressing dissatisfaction on social media, saying the product no longer tastes the way it used to. The discussion unfolded in October 2026 on the platform Threads and was covered by the newspaper Latvijas Avīze.

It was started by a user named Gatis. After a long break he bought “Maigums” again and said he was disappointed. In his view, the sweet is no longer an airy whipped cream in a delicate chocolate glaze, but a rubbery mass made of glucose syrup and synthetic thickeners. He attached an image of the ingredient list to his post.

Others agree

Other users joined in. Sigita wrote that this treat used to be her favourite, but is not any longer. Another commenter recalled a conversation in which someone suggested it was people's taste buds that had changed, not the recipes, and that Laima confectionery had tasted the same all along.

Juta, who wrote that she had been visiting Latvia, said she told her mother the same thing, since these sweets have been her favourites since childhood. She added that since last year the pack has become lighter while the price has stayed the same.

Reader poll

The newspaper's website also ran a reader poll asking whether respondents feel “Maigums” no longer tastes as it did before. The answer options include agreeing, disagreeing, not having eaten it for a long time, and never having particularly liked the treat. The source does not say whether the manufacturer has commented on shoppers' impressions or confirmed any change to the recipe.