

Pretty obvious why. They want to strike while the iron is hot.
Netflix has nearly the complete attention of preteen and teenage girls between Wednesday and Kpop Demon Hunters. They’re not about to let somebody else take it, because that’s a valuable market. I’m just wondering where all the KPDH merch is at, I need my Rumi plush, and as a guy pushing 50, I don’t care who knows it. My 8-year-old niece loves Mira, but I bet I get more Rumi merch than she gets Mira merch. I will fight that battle. (She also loves Wednesday. And SPYxFAMILY (mostly Anya).)
It’s sugar.
And yes, it might be vanilla. Tons of things have vanilla in them that aren’t “vanilla.” Like chocolate chip cookies. Like frosting. It’s not enough to give it a “vanilla” flavour, just enough to give it something. That’s why vanilla is considered boring/default, because in baking, it is.
Now if you’re talking roasted marshmallows, you’re applying heat to sugar — you’re caramelising it. Before you say “I know what fucking caramel tastes like,” I’m just describing the process for what is happening to the sugar, and yes, that is actually how caramel is made. It’s also how a lot of hard candy is made, too, like those little white and red peppermint discs. Those just use mint extract rather than vanilla. Same concept. Heated more (hard ball stage rather than soft ball).
Look at the ingredients though. If vanilla is listed, it’s vanilla. If it’s not, you’re just tasting sugar. If you’re roasting them, you’re tasting caramlised sugar (possibly with some vanilla).
It’s not a secret ingredient. They have to disclose all ingredients. There are no true mystery flavours out there. White/clear Lifesavers? Those are pineapple. Same with white jellybeans. It’s only a mystery to kids, and to those who don’t research.