February 29, 2008

Just Born Announces 'The 2008 PEEPS(R) Celebrity Survey' ... Will Ferrell, Ellen and President Bush All Winners

BETHLEHEM, Pa., Feb. 28 /PRNewswire/ -- Just Born, Inc., maker of PEEPS(R) Brand Marshmallow Candies, announces the results of the 2008 PEEPS(R) Celebrity Survey.

Kathy Bassininski, Vice President of Brand Development & Corporate Services commented, "For over a decade, PEEPS(R) Brand Marshmallow Candies have been the number-one non-chocolate Easter candy. We used the iconic status of PEEPS(R) to survey consumers and explore today's trends in a fun, lighthearted way. We are excited by the results of the 2008 PEEPS(R) Celebrity Survey and believe that our PEEPS(R) Fans will enjoy them as well."

The winners include:

If "PEEPS(R) came to life, what male public person or celebrity might it become?"

The male person most resembling PEEPS(R) either in physique, colorful attire, or sweet nature/personality is:

#1 Will Ferrell won for the second consecutive year with 27.6% of this year's vote. #2 Will Smith came in 2nd with 19.1% of the vote, a first time PEEPS(R) winner. #3 Johnny Depp came in 3rd (11.5%) this year, having been 2nd in 2007. "What female public person or celebrity might PEEPS(R) become?"

The female celebrity most resembling PEEPS(R) either in physique, colorful attire or sweet nature/personality is:

#1 Ellen DeGeneres won, a rise from 3rd place in 2007! #2 Reese Witherspoon came in 2nd (15.5%). #3 Jessica Simpson came in 3rd tied with Miley Cyrus/Hannah Montana. Simpson won in 2007. Falling out of the top three was Oprah in 4th place. "What public person or celebrity is most in need of PEEPS(R)?" #1 President Bush won for the third consecutive year (21.3%). #2 Hilary Clinton came in 2nd with 16.5 % of the votes. #3 Simon Cowell came a distant 3rd, with 10.5% of votes. "Who is cooler, the PEEPS(R) Chick or PEEPS(R) Bunny?" -- The Chick won with 59% of the vote!

"How do you eat your PEEPS(R) - Fresh from the package or aged to perfection?"

-- "Fresh from the package" was the preferred way to eat your PEEPS(R)! "What are your favorite ways to enjoy PEEPS(R)?" #1 The winner is ... "head first" #2 Our second runner up was enjoying PEEPS(R) as "decorations/crafts" #3 The third place winner was "Micro-waved."

Consumers were also asked, "If the PEEPS(R) family hatched a new shape, which one of the following would you like?

#1 "A Smiley Face" won with 29.2% of the vote. #2 "A Teddy Bear came in 2nd with 19.6%. #3 "A peace sign" was 3rd with 12.3% of votes.

Bassininski continued, "Our PEEPS(R) fans wait with great anticipation for these survey results. This year's results present some newcomers as well as movement of former winners among the PEEPS(R) rankings."

About the Survey

This Excel Omnibus Study was conducted from the last week in January through early February, 2008 by ICR - International Communications Research, based in Media, PA. Over 600 individuals responded. Copies of the survey are available. ICR can be reached at 1-800-633-1986.

About Just Born

Just Born, Inc., is a privately owned company founded in 1923 and headquartered in Bethlehem, PA. Just Born makes PEEPS(R) Brand Marshmallow Candies, MIKE AND IKE(R) Brand Chewy Fruit Flavored Candies, HOT TAMALES(R) Brand Chewy Cinnamon Flavored Candies, ZOURS(R) Brand Chewy Sour Candies, TEENEE BEANEE(R) Brand Jellybeans, and PEANUT CHEWS(R) Brand Candies. The company employs over 560 associates and markets its candy in over 50 countries. *PEEPS(R) are made in the USA.

CONTACT: Ellie Deardorff, 1-609-279-0977, or edeardorff@justborn.com,
or Milena DeLuca, 1-609-921-2311, or mdeluca@justborn.com, both of Just Born,
Inc.

Web site: http://www.justborn.com/