Peeps Prepares for Easter With 8 New Flavors

Brett Dworski, Associate Editor, CSP Magazine & Convenience Store Products


BETHLEHEM, Pa. -- Consumers looking for Peeps' perennial marshmallow chicks are in for a treat, because Just Born Quality Confections has launched eight new flavors for its spring line at a variety of retailers nationwide.

The new flavors include Sour Cherry, Pancakes and Syrup, Chocolate- and Stawberry-filled and sherbet-coated Peeps, and three mystery Peeps.

Just Born said selling these flavors in select stores only helps test the products. If they perform well, the company will likely launch the new items nationally the following year.

The company hasn’t shied away from releasing new flavors in the past, having revealed its Fruit Punch, Blueberry, Cotton Candy, Sour Watermelon, Bubble Gum, Red Velvet, Party Cake and more flavors in recent years.

Here’s a deeper look into Peeps’ new flavors for this spring …

Sour Cherry

sour cherry peeps

Sour Cherry Peeps are “the Peeps that make you pucker,” according to the brand’s website. This is the only new flavor that will be sold nationwide and online. Available in packs of 10, each individual chick contains 26 calories.

Pancakes and Syrup

pancakes and syrup peeps

Peeps’ has resurrected the pancake-and-syrup-flavored flavor, one of last year’s mystery flavors, in response to positive customer feedback. The flavor is sold in packs of 10 for $1.25 each and is available only in Kroger Co. stores, including its namesake groceries, Cala Foods, City Market, King Soopers, Mariano's Fresh Market and more.

Filled Peeps

neapolitan peeps

Fans who crave filled doughnuts will probably love this next option. The company is releasing three versions of  its Peeps Delights for this spring: a Neapolitan option with chocolate and strawberry fillings, as well as ones coated with lemon and orange sherbet flavors. These are available only at Target stores and come in packs of three.

Mystery Peeps

mystery peeps

Just Born has launched a social-media campaign giving fans the chance to guess the three mystery flavors with the hashtag #mysterypeeps. The flavors will remain unknown until the end of March, just in time for Easter. They are available only at Walmart stores. Last year's mystery flavors were Pancake and Syrup, Blueberry and Grape Slush.

Bethlehem, Pa.-based Just Born Quality Confections is a privately owned company founded in 1923. Besides Peeps, the company’s products include Goldenberg’s Peanut Chews, Mike and Ike, Hot Tamales, Zours and Teenee Beanee jelly beans.