Peeps, US Foods Prep For Quiet Easter At Home


Even though the prime minister of New Zealand has designated the Easter Bunny an “essential” worker in her country, expect more indoor family gatherings and virtual Easter Egg hunts this weekend in America. 

Longtime Easter essential Peeps candies and restaurant provider US Foods have ramped up marketing in anticipation of more home-based festivities—at a time when most brands appear to be sitting out the annual holiday.

Peeps has accomplished its own version of rabbit reproduction for Easter 2020 by offering no fewer than five “breakfast-inspired” treats that families can enjoy together at home: everything from pancake mix to a coffee creamer.

In addition to partnering with Kellogg’s for the second year on a marshmallow-flavored cereal, Peeps will sweeten Froot Loops with a limited-edition offering available only at Target and Walmart, both in-store and online. 



The Peeps-branded coffee creamer—developed in partnership with International Delight—is available in 32-ounce bottles at retailers and in singles at select convenience stores.

“From a cup of coffee to the breakfast plate, we hope our lineup of Peeps breakfast items will bring a smile to the faces of families across the country during these uncertain times and encourage fans to add Peepsonality to their Easter traditions,” Peeps brand manager Caitlin Servian said in a statement.

This video provides a look inside the Peeps factory, where a Hot Tamales version is produced. Like Peeps, Hot Tamales are marketed by Just Born Quality Confections.

US Foods, which services some 300,000 restaurants, last week launched a campaign that provides restaurants with logos, videos and digital Easter-themed menu templates they can use to promote “Eat In For Easter” takeout orders on their respective digital platforms.

“Even with dining restrictions in place, we believe people can still make this a special day,” US Foods senior vice president of marketing Diane Hund said in a statement.

“We hope families use this as an opportunity to break up their shelter-in-place routine by putting on their Sunday best, setting the table and sitting down to enjoy their favorite Easter meal.” 

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