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Milena DeLuca	Ellie Deardorff
609.921.1695	609.279.0977
mdeluca@justborn.com	edeardorff@justborn.com

Sugar-Free PEEPS® Making Valentines Sweeter for Everyone!

Bethlehem, PA, Valentine’s Day 2008 – This Valentine’s Day, candy maker Just Born, Inc., introduces PEEPS® Sugar-Free Marshmallow Hearts.  Also available are a range of PEEPS® Marshmallow Hearts and heart stopping HOT TAMALES® and MIKE AND IKE® Brand Candy Cards.

PEEPS® Sugar-Free Hearts were designed to meet the needs of consumers seeking sugar-free and reduced sugar products.  The PEEPS® Brand responded to these needs with the launch of PEEPS® Sugar-Free Chicks in Easter 2007.  PEEPS® Sugar-Free products are sweetened with “Splenda®” and deliver the great tasting PEEPS® marshmallow experience that consumers have loved for more than 50 years. 

Kathy Bassininski, Vice President of Brand Development & Corporate Services commented, “The successful introduction of PEEPS® Sugar-Free Chicks for Easter 2007 has generated an outpouring of consumer requests to make more PEEPS® Sugar-Free products available year-round. We are sure that consumers who taste PEEPS® Sugar-Free Marshmallow Hearts will agree that the only thing missing is the sugar!” 

Just Born’s Valentine’s Day Line-up includes: 

• New PEEPS® Sugar-Free Hearts available in a 3-count pack with a Suggested Retail Price of $.99.
• PEEPSs® Brand Marshmallow Candies:
• 2-count Pink Hearts with a “to and from” space on the packaging and a Suggested Retail Price of $.50
• Vanilla Creme Hearts in a take-home size with a Suggested Retail Price of $.99
• Strawberry Creme Hearts in a take-home size with a Suggested Retail Price of $.99
• Candy Cards designed for gift-giving include:
• HOT TAMALES® Candy Cards with a cover that reads, “You’re my favorite flavor” inscribed in a heart. 
• MIKE AND IKE® Candy Cards highlight Original Fruits’ packaging set amidst vibrant pink hearts.

MIKE AND IKE® as well as HOT TAMALES® Candy Cards contain four-.5 oz. pouches with a suggested retail price of $.99.  

Bassininski continued, “MIKE AND IKE®, HOT TAMALES®, and PEEPS® represent a variety of non-chocolate options for consumers on Valentine’s Day.”   

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, 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.

Visit “hottamales.com,” “mikeandike.com," “marshmallowpeeps.com” or “justborn.com” for more information.