Just Born Taps Into Christmas Candy Market

Pink Marshmallow Peeps

Pink Marshmallow Peeps (Photo credit: Wikipedia)

When people hear Peeps, they generally think of Easter.

Matthew Pye, Just Born’s vice president of corporate affairs, said that’s why large retailers mostly carry the marshmallow treats through the early spring.

But with a candy gold mine in the winter holiday season sitting untapped after 60 years in business, the Bethlehem-based company has made a media push this year to make Peeps a Christmas treat, too.

Pye said the “Santa Hop” campaign has put a large focus on social media and commercial airtime since Nov. 25. One of Just Born’s newest additions, candy cane-flavored marshmallow chicks dipped in chocolate, has taken center stage in the campaign, he said.

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