Rich Howells

Just Born in Bethlehem confirms Peeps are back with new flavors after pandemic delays

Just Born in Bethlehem confirms Peeps are back with new flavors after pandemic delays
Decrease Font Size Increase Font Size Text Size Print This Page

This week, Just Born Quality Confections in Bethlehem announced that its popular marshmallow Peeps will be back on shelves just in time for the Easter season.

While designated as an “essential business” by the state and federal government, Just Born temporarily suspended production at its Bethlehem and Philadelphia manufacturing facilities last March to “ensure the health and safety of our associates” and “help flatten the curve” at the onset of the coronavirus pandemic. Production restarted on May 4 “in accordance with local, state, and CDC health and safety guidelines,” but this meant Peeps, Mike and Ike, and Hot Tamales were unavailable for Halloween and Christmas last year and Valentine’s Day this year.

However, new and classic Peeps confections, which are the “No. 1 non-chocolate Easter candy” according to IRI’s Media Advantage, will be ready for Easter baskets in 2021, however, including new Peeps Hot Tamales Fierce Cinnamon Flavored Marshmallow Chicks and the Peeps Froot Loops Flavored Pop, along with new merchandise.

“Peeps is back and better than ever! We’re thrilled to be returning this spring to fulfill special Easter traditions, no matter how you plan on celebrating this year,” said Peeps Brand Manager Caitlin Servian in a press release on Feb. 3.

“For nearly seven decades, Peeps marshmallow candy has been a quintessential Easter staple. Each year, fans count on the classic chicks and bunnies, along with fun new products and partnerships, to add extra peepsonality at Easter!”

National Peeps offerings:

  • Peeps Rainbow Marshmallow Chick Pop
  • Peeps Cotton Candy Flavored Marshmallow Chicks
  • Peeps Party Cake Flavored Marshmallow Chicks
  • Peeps Sour Watermelon Flavored Marshmallow Chicks
  • Peeps Fruit Punch Flavored Marshmallow Chicks
  • Peeps Root Beer Float Flavored Marshmallow Chicks
  • Peeps Chocolate Pudding Flavored Marshmallow Bunnies

Exclusive Peeps products for select retailers:

  • Peeps Individually Wrapped Marshmallow Chicks for Egg Hunt – available only at Walmart
  • Peeps Blue Raspberry Flavored Marshmallow Chicks – available only at Walmart
  • Peeps Delights Raspberry Flavored Marshmallow Chicks Dipped in Crème Flavored Fudge – available only at Target
  • Peeps Chocolate Caramel Swirl Filled Delights Marshmallow Chicks Dipped in Chocolate – available only at Target
  • Peeps Giant Pink or White Marshmallow Bunny Pops – available only at Target

National food and merchandise partners:

  • Kellogg’s Peeps Cereal
  • Peeps x Crocs Bunny Jibbitz
  • Peeps x HipDot 6 Shade Pigmented Palette and 4 Piece Makeup Sponge Set
  • Peeps Pez
  • Peeps Lofthouse Cookies
  • Peeps Flix Chick Pop-Ups

Additionally, Just Born said it is making another Peeps-related announcement in mid-February, and it is launching “Peepsonality Live!” this spring, “a weekly virtual series dedicated to showing fans how to create Insta-worthy Peeps creations.” A press release describes the show further and names a few guests:

Whether you love baking or crafting, cookies or ice cream, chicks or bunnies, “Peepsonality Live” will offer fun, easy-to-follow tutorials that families can do together, no matter the skill level. Beginning on March 9, fans can tune in to the official Peeps Instagram account to watch and learn how to make delicious recipes and adorable crafts using Peeps from DIY pros including Erica Domesek of P.S.- I Made This, Duncan Hines baking expert Chef Brittany Wolfe, Meredith Staggers of Cake & Confetti, Emily Hutchinson of The Hutch Oven, and Dr. Maya Warren, an Ice Cream Scientist.

Fans can also create sweet memories in the kitchen this spring by baking one of nine new recipes made in collaboration with the baked-good experts at Duncan Hines. Regardless of how they’re enjoyed, Peeps is encouraging fans to express their #PEEPSONALITY on social media this Spring by sharing their creations and tagging @PEEPSBRAND.

According to its website, Just Born Quality Confections is a “third-generation family-owned company that has grown into the 10th largest candy company in the United States,” making iconic brands like Peeps, Mike and Ike, Hot Tamales, and Goldenberg’s Peanut Chews.

“In 1923, the founder, Sam Born, opened a small candy-making and retail store in Brooklyn, New York, where he marketed the freshness of his daily-made candy with a sign that declared ‘Just Born,'” it continued.

“Together with Born’s brothers-in-law, Irv and Jack Shaffer, the company thrived in spite of the economic depression of the 1930s and, in 1932, moved its operations to Bethlehem, PA, which is still home to their iconic candy brands. All Just Born candies are proudly made in the U.S.A.”