ATLANTA (CNN) – Good news, Peeps fans! Not only will Peeps be back on store shelves in time for Easter, but they will also come in a new form.
Pepsi and Peeps are teaming up on a new drink that combines the two extra sweet flavors, the companies announced Thursday. The new cola, called “Pepsi x Peeps”, blends the flavor of a Pepsi with the “pillowy and sweet” marshmallow flavor of Peeps. According to the companies, this makes it “the ideal accessory and thirst quencher for spring”.
It is the first time that Pepsi has used marshmallow in its cola. Pepsi often uses seasonal flavors to generate excitement for its brand. Last winter, the brand released hot chocolate and apple pie flavored Pepsi drinks to celebrate the holidays.
However, fans of Peeps may be disappointed to not be able to purchase the new flavor.
Instead, Pepsi is giving away 3,000 packages through the #HangingWithMyPEEPS contest. Each winner, who uses that hashtag and tags Pepsi on Instagram and Twitter to showcase their spring party, will receive a pack of three 7.5-ounce mini-cans in bright yellow, pink and blue colors.
Pepsi approached Peeps about partnering for a spring-inspired flavor, Todd Kaplan, Pepsi’s vice president of marketing, told CNN Business. He said the combination was meant to provide a “moment of joy” after the past difficult year.
“Taste is very important to customers,” he said. “They want to be sweet and they want to connect with things emotionally. Peeps has its own subculture that we wanted to tap into.”
According to owner Just Born Quality Confections, Peeps has been the No. 1 non-chocolate candy brand to sell around Easter for over 20 years. About 2 billion peeps are produced annually.
Kaplan said it could eventually be sold publicly if in demand. For now, it emulates the “drop culture” (aka a limited edition merchandise) often used by sneakers and even McDonald’s to get fans of the two brands excited.
“These limited-time offers are a way to engage our core fans and give them fun things to embrace,” said Kaplan.
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