Just Born Issues its 2006 State of MARSHMALLOW PEEPS(R)
Tuesday March 21, 8:00 am ET

BETHLEHEM, Pa., March 21 /PRNewswire/ -- Just Born, Inc., makers of MARSHMALLOW PEEPS brand candies, has issued its 2006 State of MARSHMALLOW PEEPS. From sweet celebrities to sugary delights, MARSHMALLOW PEEPS cut through the fluff to get the current reading of the 2006 PEEPS climate, their first report since 2002.

Joe Villiano, Assistant Brand Manager for MARSHMALLOW PEEPS, commented, "We have found that consumers have an incredible connection with PEEPS that is far greater than just enjoying them as a seasonal treat. This year's State of MARSHMALLOW PEEPS survey illustrates the connection that people share with PEEPS as an Easter staple and a beloved character."

MARSHMALLOW PEEPS Are A Must

Just Born is most curious as to whether MARSHMALLOW PEEPS brand candies are a must-have to receive or give in Easter baskets. An overwhelming 70.3% of people surveyed said "yes."

Most Beautiful and Best Dressed PEEPS

The reigning MARSHMALLOW PEEPS Chick iconic shape was bounced out for the first time by the MARSHMALLOW PEEPS Bunny. The PEEPS Bunny shape was chosen as the most beautiful and best-dressed PEEPS with 59.7% of the votes. The PEEPS Chick followed closely with 58.5%.

In the last survey, PEEPS Chicks won the category.

Other shapes that were favored were the PEEPS Snowmen (34.9%) and the PEEPS Hearts (24.1%).

PEEPS Fans are Fit not Fluffy

When surveyed as to whether or not PEEPS fans considered themselves to be healthy and fit, 82.0% considered themselves healthy.

Female Celebrity Most Resembling PEEPS

When respondents were asked which female celebrity most resembled PEEPS, they were reminded that the resemblance to PEEPS was not limited to physique, but should include colorful attire, sweet nature or PEEPS-like personality. Respondents voted Oprah as the winner with 14.9%. In a close second and third were Ellen DeGeneres (11.6%) and Jessica Simpson (9.7%).

Other PEEPS women mentioned included Angelina Jolie (8.2%), Kelly Ripa (6.9%), Halle Berry (6.2%), and Hilary Duff (6.0%).

Male Celebrity Most Resembling PEEPS

The male resemblance also could be based on his physique, his colorful attire, his sweet nature or personality. The incumbent from the past survey was Drew Carey and he won again with 17.5% of the votes. Al Roker (8.9%) and Elton John (8.1%) held distant second and third positions.

Other PEEPS men included Ben Stiller (7.1%), Emeril Lagasse (6.7%), Will Ferrell (6.7%), Snoop Dogg (5.4%), and Jamie Foxx (5.2%).

Public Person or Celebrity Most In Need of PEEPS

Whether it's for PEEPS sweet decadence or for the fluffy escape, interesting people are in need of PEEPS. The person identified most in need of PEEPS was President Bush (19.4%). Next in line were Mayor Ray Nagin (9.1%) and Hillary Clinton (8.5%). Followed closely were Ashley and Mary Kate Olsen (8.1%).

President Bush was also voted most in need of PEEPS in the last survey.

Other people in need of PEEPS are Martha Stewart (7.6%), Lindsay Lohan (6.5%), and Howard Stern (5.3%).

Eat Your PEEPS

Just Born learned that people eat their PEEPS marshmallow candies in several distinct ways. The most popular way to eat PEEPS is fresh (26.5%). Followed by biting the PEEPS head first (17.2%), stale or matured (8.5%), swallowing PEEPS whole (7.8%), licking off the sugary coating (3.1%), and frozen (3.0%).

They also found that 52.4% of the people surveyed like to eat 1 to 5 PEEPS at a time.

Use Your PEEPS

MARSHMALLOW PEEPS are fun for the whole family. Beyond eating them plain, some of the ways Americans like to use their PEEPS are to toast them over an open fire (6.9%), float them in hot chocolate (6.5%), microwave PEEPS (6.4%), create PEEPS crafts (4.1%), and bake with PEEPS (0.6%).

Years of PEEPS

Nostalgia is a big part of the MARSHMALLOW PEEPS allure. PEEPS brand candies have been around for over fifty years. When surveyed, people confessed to having loyalty for over thirty years (30.7%).

Other PEEPS fans have been enjoying their PEEPS for 20-30 years (28.4%), 16-19 years (7.4%), 11-15 years (12.7%), 6-10 years (6.5%), and the newest PEEPS fans 1-5 years (11.2%).

Crazy for PEEPS

PEEPS fans were asked to retell their craziest PEEPS experience. This question was open-ended and therefore generated a variety of answers.

Some people enjoy watching their youngsters eating PEEPS while others have shared PEEPS with their pets. Adventurous PEEPS lovers have juggled with them, set them on fire, blown them up in the microwave, and cooked with them.

Finally, some avid fans have served them at parties, fought over them, and decorated with them.

New ideas for PEEPS

PEEPS marshmallow candies come in many shapes, colors, and flavors. Just Born asked their audience, if they were able to create a new PEEPS shape, what would it be? Of people surveyed, 30.2% chose animal shapes such as a puppy/dog, kitten/cat, horse, or elephant. Others chose new geometric shapes (3.6%) - circle, square, or star. Tied with 2.9% of the votes were cars/trucks/motorcycles and sports/football.

Some interesting new PEEPS shapes included: dolls, teddy bears, body parts, flowers, shamrocks, smiley faces, or a crescent moon.

Still 4.5% of loyal PEEPS fans like them just the way they are!

Survey Research About PEEPS

This MARSHMALLOW PEEPS survey was conducted in two waves by International Communications Research (ICR), via an Excel National Telephone Omnibus Study. It involved over 800 telephone interviews conducted from January 17 - February 1, 2006.

Participants were males and females representing all regions of the country, a range of household incomes, educational levels, and races.

ICR is located in Media, PA and can be reached at 484.840.4451.

About Just Born, PEEPS Maker

Candy maker Just Born, Inc. is a privately owned company founded in 1923 and located in Bethlehem, PA. Just Born also makes HOT TAMALES brand cinnamon chewy candies, MIKE AND IKE brand chewy fruit flavored candies, ZOURS chewy sour candies, PEANUT CHEWS candies, and TEENEE BEANEE jellybeans. The company employs over 600 associates and markets its candy in over 50 countries.

Please also visit http://www.marshmallowPEEPS.com or http://www.justborn.com.

Source: Just Born, Inc.