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Bethlehem, Pa.-based Just Born Quality Confections’ Peeps marshmallow chicks, the Easter season go-to, is pushing out of the Easter basket and hopping into the grocery basket, 365 days a year, with the launch of new Peeps Minis.
The goal of Peeps Minis – 40 percent of the size of original Peeps – is to make every day a holiday. The bite-sized marshmallow treats are available in Strawberry Crème, Chocolate Crème and Sour Watermelon. They are packaged in 24-count resealable stand-up bags available in the everyday candy aisle. Suggested retail is $3.99.
The tag, “Express your Peepsonality” encourages consumers to make the most of Peeps Minis, including making these little chicks the focus of everyday celebrations of life, through crafting, baking decorations, and parties. Supporting the launch of Peeps Minis is an “Every Day Is A Holiday” campaign, including TV, digital, PR, social media and in-store activations. Six 15-second commercials bring life to obscure holidays, including “Static Electricity Day,” “Clean Off Your Desk Day,” and “Take Your Pants for a Walk Day.”
“We wanted our Peeps Minis to be different from traditional Peeps,” says Dave Bayha, channel team manager, national grocery for Just Born Quality Confections. “We went with non-traditional flavors, different packaging, a totally different configuration.”
Adds Matthew Pye, Just Born’s VP, trade relations and corporate affairs, “Small makes sense for the way consumers snack today; and the packaging makes sense for snacking. The flavors really resonate with consumers. Bottom line, these are Peeps for every day.”