The iconic yellow Peeps have been hiding in grass-filled Easter baskets for over sixty years; however, it is no secret that this sugary treat is enjoyed by children and adults alike. Though the Peeps brand has expanded to include new colors, shapes, and flavors, one thing that has remained the same is the company’s ties to Pennsylvania.
Just Born Inc., the parent company of Peeps, currently houses its world headquarters in nearby Bethlehem. The Just Born Inc. brand also produces Mike and Ike, Hot Tamales, Goldenberg’s Peanut Chews, and Teenee Beanee gourmet jelly beans.
While Just Born products are now a household name, they arose from humble beginnings. In 1910, Sam Born immigrated to the United States after spending his childhood in Russia. In 1916, he invented a machine that inserted sticks into lollipops. His first store, located in Brooklyn, New York, opened in 1923. It featured a sign with the motto “just born” to indicate the quality of his candies, which were made fresh or “born” each day. Irv and Jack Shaffer, Born’s brothers-in-law, joined the company soon after the opening of the retail store.
Despite the economic woes of the 1930s, Just Born Inc. continued to grow and, as a result, moved to an empty printing factory in Bethlehem. The brand acquired Maillard Corporation and Rodda Candy Company of Lancaster County in 1935 and 1953, respectively. Rodda owned a small line of marshmallow chicks, but it took 27 hours to produce and package the product. In 1953, after Just Born acquired Rodda, Born’s son, Bob, helped to increase production so that each marshmallow Peep could be made in only six minutes. Due to these improvements, Just Born Inc. became the largest manufacturer of novelty marshmallow treats. The company now produces over 5.5 billion Peeps per day.
In 2003, Just Born Inc. acquired Goldenberg Candy Company and added Goldenberg’s Peanut Chews, made in Philadelphia, to the Just Born Inc. brand. Peeps & Company retail stores have been opened in Mall of America, Minnesota; National Harbor, Maryland; and Bethlehem, Pennsylvania. These stores sell all things Peeps-related, from candy to apparel.
All candies are made in the United States, and Just Born Inc. strives to give back to the communities in which it operates. The company encourages its employees to volunteer, whether that involves helping in an animal shelter or cooking at a soup kitchen. In addition, The Green Team at Just Born focuses on preserving the environment by reducing waste, recycling and conserving energy. Just Born Inc. recycles 92 percent of its waste and prefers to use natural gas for fuel. The company also gives both monetary and candy donations.
Today, Peeps have a global market, yet Just Born Inc. remains in the hands of family members, co-CEOs and cousins Ross Born and David Shaffer. Both of Just Born’s factories are still located in Pennsylvania: Just Born Quality Confections in Bethlehem and Goldenberg’s Peanut Chews in Philadelphia.
This year, as various shapes and flavors of sugar-coated Peeps grace the shelves of grocery stores, pick up a few boxes and celebrate the holidays with candies that were made right here in PA.
For a virtual tour of the Peeps factory, visit www.justborn.com/resource/corporate/popups/virtualtour.cfm Or check out the Peeps & Company store in Bethlehem: 777 Sands Blvd., Bethlehem www.peepsandcompany.com 610-625-5353
