ATLANTA (CNN) – Good news, Peeps fans! Peeps will not only return to store shelves at Easter time, but will also come in a new form.
Pepsi and Peeps are collaborating on a new drink that combines the two extra-sweet flavors, the companies announced on Thursday. The new cola, called “Pepsi x Peeps”, mixes the taste of a Pepsi with the marshmallow aroma “soft and sweet pillow” of Peeps. This makes it the “ideal accessory and thirst quencher for spring,” according to the companies.
This is the first time Pepsi has used marshmallows in its cola. Pepsi often uses seasonal flavors to generate enthusiasm for its brand. Last winter, the brand launched hot chocolate-flavored Pepsi drinks and apple pie to celebrate the holidays.
However, Peeps fans may be disappointed that they can’t buy the new flavor.
Instead, Pepsi is offering 3,000 packages through its #HangingWithMyPEEPS contest. Each winner, who uses the hashtag and Pepsi tags on Instagram and Twitter, showing off their spring holidays, will receive a package containing three 7.5-ounce mini-boxes in bright yellow, pink and blue.
Pepsi has approached Peeps about collaborating on a spring-inspired fragrance, Todd Kaplan, Pepsi’s vice president of marketing, told CNN Business. He said the combination aims to provide a “moment of joy” after the last difficult year.
“Taste is really important to customers,” he said. “They want sweets and they want to connect to things emotionally. Peeps has its own subculture that we wanted to use.”
Peeps was the chocolate-free candy brand no. 1 sold around Easter for more than 20 years, according to owner Just Born Quality Confections. Approximately 2 billion peeps are produced annually.
Kaplan said it could eventually be sold publicly if there is demand for it. For now, it emulates the “drop culture” (also known as limited merchandise) commonly used by sneakers and even McDonald’s to excite fans of the two brands.
“These limited time offers are a way to engage our core employers and give them fun things to embrace,” Kaplan said.
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