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Peeps are marshmallow candies, sold in the United States and Canada, that are shaped into chicks, bunnies, and other animals. There are also different shapes used for various holidays. Peeps are used primarily to fill Easter baskets, though recent ad campaigns tout the candy as “Peeps – Always in Season”. They are made from marshmallow, corn syrup, gelatin, and carnauba wax. Peeps are produced by Just Born, a candy manufacturer founded in Bethlehem, Pennsylvania by Russian immigrant Sam Born. In 1953, Just Born acquired the Rodda Candy Company and its marshmallow chick line, then turned the tedious process of hand-forming the chicks to mass production. The yellow chicks were the original form of the candy hence their name but then the company introduced other colors and, eventually, the myriad shapes in which they are now produced. In 2009, Just Born expanded the Peeps product line further by introducing Peeps Lip Balm in four flavors grape, strawberry, vanilla, and cotton candy. The first Peeps Co. store opened in November 2009 in Prince Georges County. An annual “Peep Off” competition is held in Maryland on the first Saturday after Easter, when Peeps are greatly discounted, to see who can eat the most in 30 minutes. The first such event was arranged by Shawn Sparks in 1994, and had only six participants. Dave Smith started Sacramentos record-holding (102 eaten) annual Peep Off after contacting Jack Eidsness, a participant in the first Peep Off, with a question about it, through Mr. Eidsness Peep-themed website.