Peeps is rolling out three new marshmallow chick flavors in time for Easter, including a Pop-Tarts collaboration and a citrus twist.
At a Glance
- Pop-Tarts Frosted Strawberry, chili lime mango and SUNNYD varieties hit shelves this spring
- Chili lime mango is exclusive to Kroger, skipping Philadelphia-area grocers
- Target will carry the SUNNYD version locally
- Why it matters: Fans eager for seasonal twists on the polarizing candy face limited local access to one new flavor
The Just Born Quality Confections factory in Bethlehem, Pennsylvania, opened its doors to show how the neon treats are made as the company announced the latest lineup.
New Flavors Debut
The 2025 spring collection features:
- Pop-Tarts Frosted Strawberry – a breakfast-meets-candy mashup
- Chili lime mango – a spicy-sweet tropical combo
- SUNNYD – inspired by the classic orange drink
Just Born bills the brightly colored chicks as “iconic, beloved, controversial.” The limited releases arrive as the company works to keep the 70-year-old brand relevant.
Regional Catch
Shoppers in the Philadelphia region will only spot two of the three flavors on local shelves.
Kroger secured exclusive rights to the chili lime mango Peeps, meaning the spicy variety won’t appear in area grocery stores.
Target locations will stock the SUNNYD flavor, giving local fans at least one new twist to hunt down this spring.
Factory Peek
During the factory tour, News Of Philadelphia cameras captured rows of yellow, pink and blue chicks moving along conveyor belts. Workers in hairnets inspected the sugar-coated marshmallows before packaging.
Just Born, headquartered in Bethlehem, produces roughly 2 billion Peeps each year, with Easter accounting for the bulk of sales.
Key Takeaways
- Three new Peeps flavors launch ahead of Easter
- Kroger exclusivity blocks local access to chili lime mango
- Target will carry SUNNYD chicks in the Philadelphia area
- Pop-Tarts Frosted Strawberry flavor enters wider distribution
