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Bob Born's Peeps Transformation
- Bob Born, a Navy engineer and candy maker, acquired the Rada Candy Company, discovering the original handmade marshmallow chicks.
- He redesigned their production with a machine, cutting making time from 27 hours to 6 minutes, launching commercial Peeps in 1953.
Peeps' Masterful Seasonality Play
- Peeps dominate Easter sales but expand to other holidays with similar marshmallow shapes.
- This seasonal strategy creates strong demand while building brand presence year-round with 30% of sales outside Easter.
Family Legacy Powers Peeps
- Peeps remain a family-owned business through four generations, surpassing typical family business longevity rates.
- Bob Born led until the 1990s, then passed management to his son Ross, with Bob living nearly 100 years.