Polarizing Peeps are Headed Back to Supermarket Shelves
Everyone’s got an opinion on the controversial candy
Whether you love them or hate them, Peeps are back.
The pandemic forced candy maker Just Born Quality Confections to pause production for Halloween, Christmas, and Valentine’s Day last year.
That meant no sugar-coated marshmallow pumpkins, Christmas trees, or hearts for those holidays.
But, just in time for Easter, yellow chicks and pink bunnies are rolling off the production line and are back in stock nationwide.
A perennial bestseller
Easter generates the most seasonal candy sales and that’s when Peeps rule the roost: Americans buy more than 700 million every year.
In fact, the Easter season accounts for about 75 percent of Peeps’ annual sales.
Although Peeps have been the best-selling non-chocolate Easter candy for more than 20 years, they spark a surprising amount of controversy.
They’ve been debated on Reddit, questioned on Quora, and savaged on John Oliver’s “Last Week Tonight.”
Peeps make lists of both the best and the worst Easter candies.
Lovers of the sugary confection describe them as “adorable,” “awesome,” and “perfect,” while haters classify them as “disgusting,” “terrifying,” and “punishment candy.”
Their taste is hotly debated, with descriptions ranging from “like stale sugar and bad decisions” to “puff pieces of airy delight.”
The clever candy maker keeps the conversation going by collaborating with Kellogg’s on cereal, Dunkin’ on coffee and donuts, International Delight on coffee creamer, 7-Eleven on Slurpees, and even Crocs on shoes.
The company’s all over social media with 296,000 followers on Facebook, 54,842 followers on Instagram, and 22,293 followers on Twitter.
Keeping the brand fresh
Matt Pye, senior vice president of sales and marketing for Just Born, says nostalgia and tradition drive Peeps sales.
To keep the brand buzzing, the company regularly changes up packaging, colors, and flavors.
“We have so many flavors, it’s hard to keep count of,” Pye said. “There are cotton candy flavored chicks, root beer float flavored chicks, party cake, sour watermelon, blue raspberry, pancake and syrup, and we’ve actually just launched Hot Tamales cinnamon candy-flavored chicks.”
The variety of flavors has prompted rankings, with Thrillist declaring the Chocolate Caramel Swirl Peep, “the one Peep to rule them all.”
Some people don’t even eat them.
“People do all sorts of weird things with them,” Pye said, including “Peeps Jousting.”
The jousts feature two Peeps brandishing toothpicks and facing off in a microwave. As they expand in the heat, the first to spear the other wins.
The internet is filled with Peeps recipes, science experiments, craft projects, and art contests.
No wonder the company cranks out 5.5 million a day.
Whether they make you shudder or smile, Peeps persist.
