This Easter, expect new Peeps flavors like Pancake & Syrup, Lemon Sherbet, Cotton Candy and more
This springtime Easter treat is also getting a dose of fall flavor.
Peeps has launched a new Pancake & Syrup variety of its marshmallow chicks, a nod to the sap-filled food trend sweetening up lattes, cocktails and cookies. The sappy marshmallows are available exclusively at Kroger supermarkets for $1.25 for a pack of 10.
“A trend that is on the rise is maple, and taking fun flavors like this and extending it beyond the traditional breakfast or baking category and into the candy aisle is fun for us and our fans,” Caitlin Servian, Peeps Brand manager, tells Moneyish.
It’s the boldest flavor combo of all the new Peeps launches ready to rock your Easter basket, which include more fruity and dessert-forward varieties like lemon sherbet Chicks dipped in a creamy fudge; Neapolitan Chicks featuring strawberry-flavored marshmallows filled with chocolate and dipped in white fudge; orange sherbet Chicks with white fudge filling; and triple chocolate flavored marshmallow Chicks filled with creamy chocolate. There’s also a new batch of Mystery Chicks, colorless marshmallows that taste like one of the new flavors, and cotton candy-flavored marshmallow chicks. All retail between $1.25 to $2.49.
While the breakfast-inspired Pancakes & Syrup Peeps don’t contain any actual maple syrup, they are the latest snack to feed into the new maple food trend that took off last fall. Trader Joe’s sells Maple Leaf Cookies ($3.20); Noosa Yoghurt has a maple ginger flavor ($2.49); and Justin’s, the almond butter brand, added maple flavoring to its jars ($13.99). The pancake topping is even pouring itself all over dinner parties with a maple smoked Vermont raw milk cheddar cheese ($6.48) and hot honeys like Bees Knees Spicy.
The cocktail category is also getting a taste. Maple-flavored nonalcoholic drink sales are up nearly 85% since 2016, and alcoholic spirits, like maple-infused whiskeys by Crown Royal, Jim Beam and Knob Creek, have rose 14%, according to analytics firm 1010 data.
So it’s no surprise that more brands are tapping into the trend.
“We look at research for flavors that are spiking in consumer interest, and simply look at what our fans are asking for. We typically introduce a new flavor exclusively through a national retail store to test it with fans, and when it is received well, we launch it nationally the following year,” says Servian of why Peeps chose to go with a maple flavor profile this year.
Even fast food chains have caught on. Dunkin’ Donuts announced its Maple Pecan Ice Coffee and Maple Sugar Bacon Breakfast Sandwich combo last August. And Starbucks rivaled its own pumpkin spice craze by introducing a new Maple Pecan Latte — an espresso-based beverage with maple syrup and pecan flavoring– a month later.
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