Candy/ confectionery / Materials / Vertical Markets / Flexible Packaging / Snack Food Packaging

Classic holiday candy launches mini version

PEEPS celebrates every day with introduction of PEEPS MINIS

July 2, 2014

Just Born Quality Confections, makers of PEEPS®, MIKE AND IKE®, HOT TAMALES® and GOLDENBERG’S® PEANUT CHEWS®, recently retained BrandFirst ( to design the new PEEPS® MINIS™ identity and packaging. This is the largest newproduct launch in the PEEPS® brand’s 61 year history.

Printed on a silver metallic substrate with a vibrant color palette that pops on shelf, the PEEPS® MINISTM package is eye-catching, colorful and appealing to consumers of all ages. True to the fun and quirky personality of the PEEPS® brand, the new package playfully and cleverly incorporates the iconic chick into the letterforms of the logo. Each package features the familiar PEEPS® yellow background with a cluster of PEEPS® chicks above a banner that conveys the flavor. To further help flavor communication, a brightly colored chick-patterned border uniquely identifies each variety while creating a strong billboard presence at retail.

“PEEPS® entry into the everyday candy category with PEEPS® MINIS™ is the next big step in giving consumers a new way to express their PEEPSONALITY® every day of the year,” said Brian Bachrach, Senior Marketing Manager. “Many of our fans grew up loving our iconic chicks and we are now providing an opportunity to enjoy PEEPS® in a size perfect for snacking that is sure to make every day a celebration.” 

 The launch ofPEEPS® MINIS™ will be supported by a robust ad campaign including advertising, digital, social media and in-store activations.  

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