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Just Born Announces “The 2008 PEEPS® Celebrity Survey”
Will Ferrell, Ellen and President Bush All Winners

Bethlehem, PA, February 29, 2008–Just Born, Inc., maker of PEEPS® Brand Marshmallow Candies, announces the results of the 2008 PEEPS® Celebrity Survey. 

Kathy Bassininski, Vice President of Brand Development & Corporate Services commented, “For over a decade, PEEPS® Brand Marshmallow Candies have been the number-one non-chocolate Easter candy.  We used the iconic status of PEEPS® to survey consumers and explore today’s trends in a fun, lighthearted way.  We are excited by the results of the 2008 PEEPS® Celebrity Survey and believe that our PEEPS® Fans will enjoy them as well.”

The winners include:

If “PEEPS® came to life, what male public person or celebrity might it become?”

The male person most resembling PEEPS® either in physique, colorful attire, or sweet nature/personality is:

• Will Ferrell won for the second consecutive year with 27.6% of this year’s  vote.
• Will Smith came in 2nd with 19.1% of the vote, a first time PEEPS® winner.
• Johnny Depp came in 3rd (11.5%) this year, having been 2nd in 2007.

“What female public person or celebrity might PEEPS® become?”

The female celebrity most resembling PEEPS® either in physique, colorful attire or sweet nature/personality is:

• Ellen DeGeneres won, a rise from 3rd place in 2007!
• Reese Witherspoon came in 2nd (15.5%).
• Jessica Simpson came in 3rd tied with Miley Cyrus/Hannah Montana. Simpson won in 2007.  Falling out of the top three was Oprah in 4th place.
  

• President Bush won for the third consecutive year (21.3%).
• Hilary Clinton came in 2nd with 16.5 % of the votes.
• Simon Cowell came a distant 3rd, with 10.5% of votes.

• The Chick won with 59% of the vote!

“How do you eat your PEEPS® - Fresh from the package or aged to perfection?”

• “Fresh from the package” was the preferred way to eat your PEEPS®!

“What are your favorite ways to enjoy PEEPS®?”

• The winner is… “head first”
• Our second runner up was enjoying PEEPS® as “decorations/crafts”
• The third place winner was “Micro-waved.”

Consumers were also asked, “If the PEEPS® family hatched a new shape, which one of the following would you like?

• “A Smiley Face” won with 29.2% of the vote.
• “A Teddy Bear came in 2nd with 19.6%.
• “A peace sign” was 3rd with 12.3% of votes.

Bassininski continued, “Our PEEPS® fans wait with great anticipation for these survey results.  This year’s results present some newcomers as well as movement of former winners among the PEEPS® rankings.”

About the Survey
This Excel Omnibus Study was conducted from the last week in January through early February, 2008 by ICR – International Communications Research, based in Media, PA.   Over 600 individuals responded.  Copies of the survey are available.  ICR can be reached at 1-800-633-1986.

Just Born, Inc.
Just Born, Inc., is a privately owned company founded in 1923 and headquartered in Bethlehem, PA. Just Born makes PEEPS® Marshmallow Candies, MIKE AND IKE® Chewy Fruit Flavored Candies, HOT TAMALES® Chewy Cinnamon and Mint Flavored Candies, ZOURS® Chewy Sour Candies, TEENEE BEANEE® Jellybeans, and PEANUT CHEWS® Brand Candies, made in Philadelphia.  The company employs over 560 associates and markets its candy in over 50 countries.