Obituary: Bob Born, the former head of the family candy company that makes Peeps, helped create a sensation out of an obscure brand
Just Born Inc., his family’s candy-making company in Bethlehem, Pa., bought Rodda Candy Co. in 1953. Rodda’s jelly beans were the main attraction, but Mr.
Born and others saw potential for a tiny Rodda sideline, marshmallow treats known as Peeps. Long before handmade was a marketing cliché, they were squeezed out of pastry tubes by female employees, part of a process that took 27 hours.
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