BETHLEHEM, Pa., Jan. 2 -- Marshmallow Peeps are turning 50 years old in 2003! The growing dynasty has well surpassed the billion mark in yearly production and is revered by a growing global fan base spanning more than 30 countries. The marshmallow confection is always in season as it is produced in an assortment of shapes and colors for holidays year round.

Reflecting on their image upon this milestone, Peeps find themselves bright, sugary, sporting no fat and without wrinkles. They even find themselves to be quite fashionable combining a retro image with 21st century know-how.

With millions of worldwide citizens savoring these confections, Peeps maker Just Born, Inc. wanted to get a current reading of the 2003 Peeps climate. Through an independent research firm, hundreds of Peeps eaters were identified and questioned on a range of fanciful Peeps issues. (See http://www.marshmallowpeeps.com)

Chicks Maintain Their Chic

When asked which they considered to be the most beautiful and best dressed Peeps, twenty-one percent (21.1%) of those surveyed, voted for the original Peeps Chicks. Peeps Bunnies came in second with nineteen percent (19.0%). Despite their icy appearance, Peeps Snowmen grabbed third place with ten percent (10.4%) of accolades from those surveyed. However, a sleeper Peeps may be in the offing as Patriotic Stars just introduced in the Summer of 2002, took 4th place bumping aside Hearts, Cutouts, Pumpkins and a myriad of others!

Peeps Eaters Fit and Show Restraint

Respondents were also asked if they considered themselves to be healthy and fit. An overwhelming eighty-two percent (81.9%) of Peeps fans surveyed said "yes." In fact, in the North Central and Northeast regions of the U.S., eighty-seven percent (86.5%) and eighty-five percent (85.4%) of those surveyed said they considered themselves to be healthy and fit. The South and Western regions were less confident in their own level of fitness with seventy-nine percent (78.9%) and seventy-eight percent (78.3%), respectively, considering themselves to be healthy and fit.

Perhaps Peeps fans are just a very disciplined group. When asked how many Peeps they typically eat in one sitting, a dominating eighty-one percent (80.8%) illustrate an admirable restraint savoring between 1 and 5 Peeps. The Western region of the U.S. showed the most discipline with eighty-three percent (83.4%) of Peeps fans surveyed, keeping Peeps consumption to this level in one sitting.

Ten percent (10.2%) of fans surveyed lose a little bit of control, relishing between 6 and 10 Peeps in one sitting. Northeastern fans surveyed enjoyed their Peeps-eating freedom with fourteen percent (13.8%) admitting to eating between 6 and 10 in one pleasurable session.

Peeps Fans Current Yet Also Traditional

Peeps fans may feel fit, modern and adventurous trying new Peeps, but they have some old-fashioned characteristics too.

Plain and fresh? - When given an array of options for how they may eat Peeps (and the choice to choose as many options as they want) a huge ninety- three percent (93.1%) of those surveyed like their Peeps fresh out of the package. The South is the most old fashioned with ninety-nine percent (98.6%) of fans liking their Peeps fresh! Other top options for how Peeps are eaten include biting off the head or top half first drawing 68 percent (68.1%) of respondents. Eating Peeps stale is also popular with twenty-seven percent (26.6%) of Peeps fans votes.

Loyalty - When asked approximately how long they have been eating Peeps, twenty-four percent (23.8%) of those surveyed said 20 years! Eighteen percent (18.0%) of surveyed fans said 10 years and another eighteen percent (17.8%) said they have been enjoying Peeps for 30 years!

Star Crossed Peeps

Peeps fans were even asked which public person or celebrity most resembles a Peep either in his/her physique or personality, or both. TV personality Drew Carey drew twenty-seven percent (26.8%) of responses, while movie star Drew Barrymore and TV anchor Al Roker both received eight percent (8.1% and 7.9%, respectively).

Understanding the potential mood enhancing, sweet deliciousness of enjoying Peeps, fans surveyed were asked what public person or celebrity is most in need of a Peep. Fans came up with a curious mix: thirty-one percent (30.6%) of respondents felt Martha Stewart needed a Peep; twenty-one percent (21.2%) thought President Bush could use a Peep, while next in line was Britney Spears with twelve percent (12%) of those surveyed indicating she needed a Peep.

Easter Basket Icon

Perhaps testing peoples' childhood memories of original Marshmallow Peeps Chicks, we asked if respondents considered Peeps to be the preeminent icon of Easter baskets? A dominating seventy-seven percent (76.9%) of those surveyed said "yes." Support of Peeps as the preeminent Easter basket icon ran even deeper in the Northeast where eighty-one percent (81.1%) of respondents responded affirmatively.

Matt Pye, Marketing Director - Marshmallow Products, commented, "We are so excited to have new information about the current Peeps culture. It has been several years since we had such a study commissioned -- our Golden Anniversary provided a perfect opportunity. We are thrilled to see fans embracing all of our Peeps including our newest Patriotic Stars! It is also good to know that our fans can make Peeps a year round treat while simultaneously feeling so fit.

"Our anniversary year is going to be full of activities and several new products for our fans. We will have two Peeps Fun Buses traveling the country starting in New York and Los Angeles. And, because Peeps are an American favorite, we will even be conducting a nationwide competition - America's Favorite Easter Basket Contest with entries accepted starting February 24th!"

Research Methodology

This Marshmallow Peeps survey was conducted in two waves by International Communications Research (ICR), via an Excel National Telephone Omnibus Study. It involved 515 telephone interviews conducted from November 15-24, 2002. ICR is based in Media, PA.

About Just Born, Inc.

Privately-owned Just Born was founded in 1923 and in addition to celebrating Marshmallow Peeps 50th looks forward to celebrating the company's 80th Anniversary in 2003. Just Born also manufactures MiKE and IKE(R), Hot Tamales(R), ZOURS(R) sour candy, and Teenee Beanee(R) Gourmet Jelly Beans.

Marketed in over thirty countries, Just Born's confections can be found in Canada, Australia, New Zealand, the United Kingdom, Germany, the Netherlands, Mexico, Panama, the Caribbean, Costa Rica, Venezuela, China, Korea, Singapore, the Philippines, India, South Africa, and Israel.

For more survey, Easter Basket Contest or product information, Peeps fans can visit http://www.marshmallowpeeps.com. Just Born has also recently launched a corporate website http://www.justborn.com which has links to its brands' websites, which also include http://www.zours.com and http://www.hottamales.com.