Peeps thrive on cult following

Don’t ever underestimate the power of the Peep.

After a woman in Boulder, Colo., was sued by her landlord a few years ago (officially for refusing to pay rent, but said refusal reportedly stemmed from the landlord’s removal of her Easter Peeps display), the local Daily Camera reported, “A central question in the case is whether Peeps are a sugary symbol of artistic expression — or garbage that’s not allowed under her lease agreement.”

Record setter, which The New Yorker said is “to Guinness World Records as Wikipedia is to the Encyclopedia Brittanica,” lists the claimants to the fastest time to eat 200 Peeps, most Peeps fit in an open mouth and fastest time to eat one Peep — which, in case you’re wondering, is 5.37 seconds, prompting the site to post a warning that the speed-eating of Peeps can be dangerous.

There are countless Peeps-using recipes on the Internet and maybe more Youtube videos showing Peeps in various stages of destruction, often in microwave ovens (frequent sites of Peeps jousting battles). A site called www.peepsresearch.org addresses such questions as a Peep’s reaction to cold, which the site’s organizers tested by submerging one in liquid nitrogen and whacking it with a hammer. They also “studied” the effects of alcohol and tobacco on Peeps, and posted a photo of a Peep with a cigarette in its mouth.

According to Wikipedia, in 2014 writer/director/producer/actor Adam Rifkin acquired the feature film and TV rights to Peeps. There’s even a Peeps store, in National Harbor, Md., which opened in 2009 and which the Peeps site says is “on the banks of the Potomac, minutes from Washington, D.C.” (Which begs the question: Can a Las Vegas offshoot be far behind?)

Why is it that these sugar-coated marshmallows — the original form of which contains no fat and only 140 calories in a five-chick serving but 36 grams of carbohydrate, a tooth-enamel-shattering 34 grams of which are sugars — have secured such a prominent place in the national consciousness?

Peeps fan Laura Herlovich, a longtime Las Vegan who owns a public-relations company here, thinks it’s the nostalgia factor.

“I think because they’re very classic and iconic,” Herlovich said. “For those of us in my age range — baby boomers — I think they remind us of a kinder, gentler time. They remind us of an easy childhood, enjoying the holidays as a child and being with the family.”

It’s not just Peeps lore (and law) that has increased; it’s Peeps themselves. A walk through two local stores uncovered Peeps in various original versions but also in Blueberry Delight, fruit punch, party cake, Raspberry Delight, cotton candy and sour watermelon. A visit to the Peeps website uncovers Milk Chocolate Dipped Strawberry Creme Chicks, Dark Chocolate Dipped Chocolate Mousse Chicks, Cherry Cordial Delight Dipped Chicks, Mystery Flavor Chicks (in not one but three mystery flavors), Lime Delight, Orange Delight and classic Peeps dipped in chocolate or in Easter egg or bunny shapes in addition to the original chicks.

And they’re not just an Easter candy anymore; there are Peeps for Halloween (candy-corn-dipped) and Christmas (sugar plum or candy cane) in shapes including jack o’lanterns, Christmas trees and snowmen, depending on the season.

Plus Peeps lollipops, Peeps in a tube (“Peepsters”) and Peeps-flavored milk, in certain markets.

Then there are the nonedible Peeps: stuffed Peeps, Peeps headbands, Peeps socks, Peeps earbuds, Peeps bracelets, Peep hats, Peeps lip balm.

“They have whole sections of Peeps” in some local stores,” Herlovich said. “They have Peeps Easter baskets. It amazes me that they’ve become so popular.”

The Peep originally was created by the Rodda Candy Co. in Bethlehem, Pa., although the year seems uncertain. What is known is that in 1953 the company was bought by a man named Sam Born, who promptly renamed it Just Born. Over the years the company streamlined both the chicks, which lost their wings in the late ’50s, and the production process; while in 1953 it took 27 hours to create one Peep (including hand-applied eyes), it now takes about six minutes.

As you might expect, Bethlehem remains ground zero of Peepdom; the annual Peepsfest includes the midnight descent, on New Year’s Eve, of an 85-pound, 4½-foot Peep, plus the Peepsfeet 5K and the Peeps scavenger hunt.

Peeps aren’t even the most popular Easter candy — that would be, according to RetailMeNot, chocolate bunnies, followed by jelly beans and Cadbury eggs, with Peeps in fourth place. But you’ll notice that the first two categories are general in nature and cover a multitudes of brands and candies, while Peeps are Peeps alone.

Herlovich understands the nostalgia. Her mother always put Peeps in the Easter baskets of her three children, along with a stuffed animal and those ever-popular chocolates, for Easter egg hunts on the family’s Florida half-acre. Mom Herlovich was diabetic, but would sneak a Peep now and then. She died when her daughter was in her mid-20s, and that’s when Herlovich realized what a place the sweet marshmallows held in her life.

“Ever since my mom passed away, every year when I was in the grocery store, they brought a smile to my face and reminded me of my mom,” she said. “They always brought a lot of joy when I would see them.”

In her mother’s day, the only Peeps available were the original chicks, the source of the candy’s name.

“For her, it had to be the white ones,” Herlovich said.

A few years ago, she was shopping at Albertsons during the Easter season.

“And I see, for the first time ever — for me — that they have lavender Peeps,” Herlovich said. “My mom’s favorite color was lavender. I actually stopped in the aisle and shed a tear.”

Of course, she bought a package, but couldn’t eat them or throw them away, because they reminded her of her mother.

“After months and months, my husband finally talked me into getting rid of them,” she said.

Peeps have been such a prominent part of her life that when her company, PRPlus, celebrated its 25th anniversary in February, her staff included Peeps in a time capsule they created for her. She sends Peeps gifts to extended family, and rejoiced in finding Peeps purses in the $1 aisle at Target to send to her nieces. One of her dog’s favorite toys is a stuffed purple bunny Peep.

“I’ve been passionate to find some Peepy things,” Herlovich said.

She noticed that sugar-free Peeps, which “would have been perfect for my mom,” are now available. But amid the vast variety of Peeps in stores these days, she’s gratified that the originals still are being sold.

“When I find the pink and yellow and white ones,” she said, “it makes me smile. I’m sure I have this crazy smile on my face.”

Contact Heidi Knapp Rinella at Hrinella@reviewjournal.com. Find more of her stories at www.reviewjournal.com, and follow @HKRinella on Twitter.