Pepsi’s newest flavor has Peeps in it

Pepsi’s newest flavor has Peeps in it

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Pepsi and Peeps are collaborating on a new drink that combines the two extra-sweet flavors, the companies announced on Thursday. The new glue, dubbed “Pepsi x Peeps”, mixes the flavor of a Pepsi with the “soft and sweet” marshmallow flavor of Peeps. This makes it the “ideal accessory to quench thirst in the spring”, according to the companies.
It’s the first time Pepsi (PEP) used marshmallow in his glue. Pepsi often uses seasonal flavors to generate enthusiasm for its brand. Last winter, the brand launched Pepsi drinks with a flavor of hot chocolate and apple pie to celebrate the holiday.
Pepsi is using packaging similar to Peeps.

However, Peeps fans may be disappointed that they cannot buy the new flavor.

Instead, Pepsi is distributing 3,000 packages through its #HangingWithMyPEEPS contest. Each winner, who uses this hashtag and Pepsi tags on Instagram and Twitter showing off their spring celebrations, will receive a package containing three 7.5 ounce mini-letters in yellow, pink and blue.

Pepsi approached Peeps about collaborating on a spring-inspired scent, according to Todd Kaplan, Pepsi’s vice president of marketing, told CNN Business. He said the combination aims to provide a “moment of joy” after the difficult past year.

“Taste is very important to customers,” he said. “They want sweet things and they want to connect with things emotionally. Peeps has his own subculture that we wanted to explore.”

Peeps has been the No. 1 chocolate candy brand sold in Eater for more than 20 years, according to owner Just Born Quality Confections. About 2 billion Peeps are produced annually.
Kaplan said it could eventually be sold publicly if there is demand for it. For now, it is emulating the “fall culture” (also known as limited merchandise release) commonly used by sneakers and even McDonald’s to excite fans of both brands.

“These limited time offers are a way to engage our top fans and give them fun things to embrace,” said Kaplan.

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