In grocery stores around the country, there are elaborate, colorful displays of Easter candy popping up. In my local Giant, I came across this one:
You can’t help but smile when you look at them. Peeps are an essential part of Easter traditions, and the Peeps brand has even extended to other holidays like Christmas and Halloween. While I was picking out some chicks for my nieces and nephews, I noticed something on the package: made in Bethlehem, PA. That’s only 90 minutes from where I live, so I drove up there immediately and demanded a tour.
When I arrived, I met with Caitlin, the Peeps Brand Manager, and Roberto, the Senior Operations Manager for Just Born. They first gave me a history course on the Peeps. “The original marshmallow chick was made by Rodda Candy Company in Lancaster, PA, and was piped by hand through pastry tubes,” Cailtin explained.
In 1932, Just Born established their base of operations in Bethlehem, PA. By 1953, they had grown large enough to acquire Rodda Candy Company and their signature Peeps. Second-generation candy man Sam Born mechanized the marshmallow-forming process in 1954. This innovation drastically changed Peeps. “Originally, Peeps took 27 hours to produce. The automated process cut down production time to six minutes,” Caitlin told me. The rest, as they say, is history.
This process has essentially stayed the same all this time, reflecting updates as modern technology has changed. Roberto mentioned that the factory runs 24 hours a day, Monday through Friday. “We produce about 5.5 million Peeps a day, totaling over 2 billion Peeps a year.” That would only be possible with Born’s original innovation.
And the Peeps iconic design has been pretty much the same ever since. As you can see, Peeps used to have wings. In 1955, their wings were clipped in favor of a sleeker design. You can also see the evolution of the Bunnies; while they once appeared in profile, they now face forward.
Roberto and Caitlin then led me to the massive production floor. The Peeps production process starts with sugar; tubs and tubs of sugar.
Regular sugar is mixed with coloring in these massive tumblers. “You’re lucky today because it’s a yellow day, our classic color,” Caitlin mentioned. Depending on the day, these colors may be pink, blue, or lavender.
These sugar mixers have been an essential part of the process right from the start!
The sugar is spread over the start of a large conveyor belt. Using a patented piping machine, the marshmallow is squirted onto the sugar-coated belt in groups of five.
The Peeps then enter an enclosed area and are subjected to a “sugar bath,” complete with little doors on the side so that little freaks like me can peek at the Peeps. I am sure the doors also have a very important technical use, but I like to think it’s for the freaks.
The Peeps then enter the most difficult part of the whole process: decoration. Way back in the 1960s, the eyes were applied by a line of grandmothers using a stamp. Now, machines kiss the top of the Peeps and give them eyes. Nearby, the Peeps are scanned digitally to make sure the eyes hit their mark; cross-eyed Peeps are later removed and recycled.
After the eyes are finished, the remaining sugar is removed from the conveyor belt and recycled back to the beginning of the process. Now, the Peeps go on a long, long conveyor belt ride to the packaging process. This journey is designed to extend the cooling process.
In this section, the cross-eyed Peeps are culled from the line and recycled. The good Peeps are separated into their groups of five and spread over multiple, smaller conveyor belts. They then cascade into their cardboard containers.
At this point, one of the QC workers on the line snagged a five-piece for our group. This is as fresh as a Peep can be for consumption, and I have to say, it hits different. It was so soft and even a tiny bit warm, the perfect pitstop on this long tour.
Okay, back to the line! The boxed Peeps are paired in twos and are packaged automatically with yet another specialized machine. These elements are modular; depending on the package size and color, the wrapping is swapped out to match the candy.
Finally, the packaged Peeps are stacked and put in their larger shipping boxes. I got distracted watching this machine automatically fold these boxes with a series of mechanized arms and levers.
The rest of this facility is scattered with massive towers of boxed Peeps, ready to be shipped around the country. “Every Peep that is eaten in the United States is made right here,” Caitlin proudly told me.
Throughout the tour, I got a great sense of pride from everyone who worked there, many of whom have been with the company for decades. I asked Caitlin about Just Born’s connection to Pennsylvania and, specifically, the Bethlehem area. “Being based in Pennsylvania is an integral part of the company’s identity, and Just Born remains a key employer in the Lehigh Valley, contributing to the region’s strong confectionery heritage.” Well said, Caitlin.
And that pride translates to a lot of brand loyalty. Fans of Peeps often express themselves through Peeps dioramas, elaborate homemade art projects made entirely from different kinds of Peeps. And there are a lot of flavors to choose from: Dr. Pepper, Pop-Tarts Frosted Strawberry, S’mores, and Butterbeer are just a notable few.
I wish I had a camera to record myself throughout the tour, because it was mostly me saying, “Wow! Incredible! That’s so cool!” Yes, I am easily impressed. But I was literally a kid in a candy factory; the magic felt real. And the whole process of Peeps creation is pretty amazing. Keep this in mind when you crack open your Easter baskets this year.
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