Rita's to unveil 'Peeps Ice' in March

America's most popular marshmallow candy has paired with the nation's largest Italian ice company to unveil a Peeps-flavored Italian ice.

Rita's Italian Ice will start selling Peeps Ice on March 20, the first day of spring.

It will be colored bright yellow, like Peeps candies, and taste like the marshmallow candy made by Just Born of Bethlehem.

Peeps Ice also will be available in a Peeps chocolate-covered gelati, which layers Peeps Ice with chocolate frozen custard; Peeps chocolate-covered Misto, which blends Peeps Ice and chocolate custard in a smoothie drink; and Peeps pie Blendini, which mixes Peeps Ice with custard and cookie pieces.

"It's a new way to enjoy Peeps," says Chris Schneeweiss, brand manager at Just Born.

You can try a Peeps Ice for free on March 20. Rita's will continue its 17-year tradition of giving away a free, regular size Italian ice in any flavor, including Peeps Ice, on the first day of spring.

On March 27, the first 500 customers at every Rita's location will get a free Peeps chocolate-covered marshmallow chick. It's a new treat Just Born is introducing April 4 for Easter.

Rita's, which opened in 1984 in Philadelphia, now has more than 550 franchise locations in 18 states as far away as Texas and Florida. There are 12 Rita's locations in Lehigh and Northampton counties. Rita's is headquartered in Trevose, outside Philadelphia.

Just Born began making Peeps in 1953, and today they are the country's most popular non-chocolate candy, according to the company. They have inspired annual contests, fan Web sites and clubs worldwide.

Just Born is working to expand the profile of the candy. The company opened its first Peeps store in December in Maryland, and debuted Peeps Fest, a two-day Peeps-centric family event in Bethlehem, at the end of 2009.

Just Born, founded in 1923, is privately owned and manufacturers other candies including Hot Tamales, Mike and Ikes and Teenee Beanees. It has about 475 employees.

Source: Morning Call