Soft-drink giant Pepsi has announced a collaboration with Peeps for Easter that creates a marshmallow-tasting soda that some will love and others will likely cringe at the thought of.
The new drink combines the two sugary, coma-inducing, over-the-top sweet flavors. An announcement was made last Thursday that the new cola, dubbed “Pepsi x Peeps,” will combine the taste of Pepsi and the “pillowy-soft and sweet” marshmallow flavor of Peeps. It’s billed as the “ideal accessory and thirst quencher for springtime.” Twitchy humorously labeled it a “diabetic bomb.”
This is the first time that Pepsi has introduced a marshmallow flavor into their cola. They are known to seasonally introduce new flavors to bolster their brand, but this is a first for them. Last winter, Pepsi came out with hot chocolate and apple pie flavors for the holidays.
You can’t just go and buy the new flavor off the shelf. It is being given away in an online promotion where 3,000 packages will be awarded through the #HangingWithMyPEEPS contest. You can win if you use the hashtag and tag Pepsi on Instagram and Twitter sharing your spring celebrations. If you win, Pepsi will send you a package that contains three 7.5-ounce mini-cans. They are in Peeps colors: blue, pink, and yellow. 10 people will win the grand prize… a collector’s package of “Pepsi x Peeps.”
(Video Credit: TODAY)
Delish described the taste experience for us: “I was surprised to find that it smelled mostly like typical Pepsi with a hint of sweetness…well, additional sweetness, I guess. That makes sense because when you first take a sip, you’re hit with the immediate wave of candy-like flavor, kinda like biting into a Peep.”
“I’ve gotten a chance to try some of the other limited-edition Pepsi flavors over the past few months like Apple Pie and Hot Cocoa, and this had a similar vibe. It was marshmallow-y (obviously!), sweet (obviously!!), and still had plenty of trademark Pepsi flavor. Basically, it tasted exactly what you’re probably imagining when you hear about Peeps Pepsi…like they melted down one of those iconic chicks and mixed it with cola. But somehow, when I was drinking it, I just couldn’t wrap my brain around it. How did they make it taste this way?? Why does this exist? Are there actually melted Peeps in here? And also maybe Lucky Charms marshmallows?? The world may never know,” Delish news editor Kristin Salaky quipped.
“While I am all for a wacky food combo, this is one I probably won’t be sipping on every day simply because it’s SO SO sweet. But like downing the entire ear of a bunny cake on Easter, it’s fun to have a few seasonal foods when they come around, even if they are a little much for your palate. At the very least you’ll have plenty of bragging rights,” she snarked.
We’re “More Than OK” with our newest #PEPSIxPEEPS flavor. Take a photo of you & your PEEPS candy enjoying spring tagging @pepsi w/ #HangingWithMyPEEPS + #PepsiSweepstakes for a chance to win our cans.
RULES: https://t.co/VLRKt7WPPr pic.twitter.com/pqx1CeALuv
— Pepsi (@pepsi) March 25, 2021
The idea for the collaboration evidently came from Pepsi who approached Peeps according to Todd Kaplan, who is the vice president of marketing for Pepsi. He stated that the Easter combination was meant to provide a “moment of joy” after a very tough year in 2020.
Shout out to all our PEEPS: a sweet new flavor is coming your way just in time for spring. Are you ready? 🐣🐰😋 #PEPSIxPEEPS pic.twitter.com/LwQXAwvWMZ
— Pepsi (@pepsi) March 25, 2021
“Taste is really important to customers,” he emphasized. “They want sweet and they want to connect to things emotionally. Peeps has its own subculture we wanted to tap into.”
Peeps is the No. 1 non-chocolate candy brand that’s sold on and around the Easter holiday. Just Born Quality Confections, which own Peeps, says it has held that distinction for over 20 years. Mind-blowingly, approximately 2 billion Peeps are produced every year.
Kaplan claims that if there is sufficient demand, the combo drink could be marketed publicly in the future. Fox Carolina posits: “For now, it’s emulating the “drop culture” (a.k.a. a limited release of merchandise) commonly used by sneakers and even McDonald’s to excite fans of the two brands.”
“These limited-time offers are a way to engage our core fans and give them fun things to embrace,” Kaplan noted.
Peeps and Pepsi have a ton of fans who are anxious to get their paws on the drink. But there is one question that just begs for an answer:
Pepsi and Peeps are making a marshmallow soda and they didn’t call it Peepsi? pic.twitter.com/EbIQLz6M0B
— Isiah Whitlock Jr. (@IsiahWhitlockJr) March 25, 2021
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