Just Born

What Just Born does

Just Born Quality Confections is a privately-held, third-generation family-owned candy manufacturer founded in 1923 by Sam Born in Brooklyn, NY, with operations relocated to Bethlehem, PA in 1932. The company manufactures and sells confectionery products through five core brands: PEEPS marshmallow candies (the #1 non-chocolate Easter candy in the U.S. for over 20 years), MIKE AND IKE fruity chewy candies (the company's largest brand by dollar sales), HOT TAMALES cinnamon-flavored candies (the #1 cinnamon candy in the U.S.), GOLDENBERG'S PEANUT CHEWS (acquired 2003, produced in Philadelphia, PA), and JUST BORN Jelly Beans. Products are produced at automated manufacturing facilities in Bethlehem, PA and Philadelphia, PA, with mechanized marshmallow forming and soft robotics packaging technology supplied by JLS Automation/Oxipital AI enabling production of approximately 5.5 million PEEPS units per day and over 2 billion annually.

The company operates a sales-led go-to-market exclusively through third-party retail distribution — Walmart, Target, Kroger, Albertsons, Sam's Club, Dollar Tree, and regional grocers across the U.S. — with no direct-to-consumer e-commerce channel. Revenue is generated through one-time wholesale product sales, with pricing set at retail and varying by retailer and pack size. Beyond core product sales, Just Born runs an active brand licensing and co-branding program (10+ collaborations announced in March 2026 alone, spanning food, apparel, lifestyle, and entertainment categories), experiential marketing including the annual PEEPSFEST at Bethlehem's SteelStacks, and entertainment partnerships (Marvel Studios, Universal Pictures). The company is currently investing in marketing transformation via a new full-service agency of record (Curiosity, selected November 2025) and has implemented AI governance tooling (Cato AI Security) for unsanctioned AI usage visibility.

Just Born is the 10th-largest candy company in the U.S. by market share, employs over 600 associates primarily in Bethlehem, PA, and operates as a self-funded, family-controlled enterprise with no disclosed external institutional investors or parent company. The Bethlehem production facility is SQF-certified and operates as landfill-free with a 97% recycling rate. The company holds SQF certification, Gold LEED certification for its warehouse, and complies with California Transparency in Supply Chains Act disclosure requirements.

Name

Just Born

Legal name

Just Born, Inc.

Website

https://justborn.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Just Born is a third-generation, family-owned U.S. candy manufacturer (founded 1923, Bethlehem, PA) producing PEEPS, MIKE AND IKE, HOT TAMALES, GOLDENBERG'S PEANUT CHEWS, and jelly beans for retail distribution at Walmart, Target, Kroger, Dollar Tree, and other national chains.

Ownership category

akta.pro rank

Product category

Confectionery Manufacturing

NAICS

Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Sugar Confectionery (Gummies, Hard Candy, Chews) (CRADABAB)

akta.pro secondary industry

Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)

Keywords

• Confections manufacturing
• Marshmallow candy
• Branded seasonal candy
• Chewy fruit candy
• Cinnamon candy products

Headquarters

HQ city

Bethlehem

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Candy Product Sales: Just Born generates revenue through the manufacture and sale of confectionery products including PEEPS marshmallow candies, MIKE AND IKE fruity chewy candies, HOT TAMALES cinnamon candies, GOLDENBERG'S PEANUT CHEWS, and jelly beans. Products are sold through retail distribution channels including national grocery chains, dollar stores, mass retailers, and regional grocers as one-time purchase consumer goods.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Just Born manufactures and sells branded confectionery products including PEEPS marshmallow candies, MIKE AND IKE fruity chewy candies, HOT TAMALES cinnamon candies, GOLDENBERG'S PEANUT CHEWS, and JUST BORN Jelly Beans. The company produces these products at its Bethlehem, PA headquarters factory and Philadelphia, PA facility, distributing them through national and regional retail chains across the United States and Canada.

Product overview

Just Born Quality Confections is a third-generation family-owned candy manufacturer offering a portfolio of iconic confectionery brands. The core product portfolio includes PEEPS® Marshmallow Candies (the #1 non-chocolate Easter candy with seasonal shapes and flavors), MIKE AND IKE® fruity chewy candies (the company's largest brand by dollar sales with multiple flavor varieties), HOT TAMALES® Fierce Cinnamon candy (America's #1 cinnamon-flavored candy), GOLDENBERG'S® PEANUT CHEWS® chocolate-peanut treats, and JUST BORN® Jelly Beans. The company also operates a retail merchandise division producing branded apparel, accessories, and gifts. Recent expansions include new flavor line extensions like HOT TAMALES® Tropical Heat™ and PEEPS® Pop-Tarts™ collaborations. All candy is proudly made in the USA and Canada using globally sourced ingredients, with manufacturing facilities in Bethlehem, PA and Philadelphia, PA.

Differentiator

Problem solved

Functional benefit

Brands

• PEEPS: Marshmallow candy brand featuring iconic Chick and Bunny shapes, available in various shapes, colors and flavors for Easter, Halloween, Christmas, Valentine's Day and Summer seasons.
• MIKE AND IKE
• HOT TAMALES
• GOLDENBERG'S PEANUT CHEWS
• JUST BORN Jelly Beans

Products and services

• PEEPS Marshmallow Candies Iconic marshmallow candies in chick and bunny shapes, available in various flavors and seasonal varieties for Easter, Halloween, Christmas, Valentine's Day, and summer; the #1 non-chocolate Easter candy brand.
• MIKE AND IKE Fruity, chewy candy introduced in 1940, available in multiple flavor varieties including Original Fruits, Mega Mix, Mega Mix SOUR, BERRY BLAST, and TROPICAL TYPHOON; the company's largest brand by dollar sales.
• HOT TAMALES America's #1 cinnamon-flavored candy brand since 1950, featuring Fierce Cinnamon flavor with an artificial cinnamon kick; available in various pack sizes and recently expanded with a Tropical Heat line.
• GOLDENBERG'S PEANUT CHEWS Bite-sized candy featuring roasted peanuts and molasses drenched in dark or milk chocolatey flavored coating; produced at the Philadelphia, PA facility originally acquired with the brand.
• JUST BORN Jelly Beans Small batch jelly beans available in Original Fruit, Spice, and Licorice flavors; kosher, gluten-free, and fat-free candy.
• PEEPS Delights PEEPS Marshmallow Chicks dipped in milk chocolate, available in Original, S'mores Flavored, and Strawberry Flavored varieties.
• HOT TAMALES Tropical Heat New flavor line extension of HOT TAMALES featuring three bold tropical fruit flavors with chili heat: Fiery Lime, Mango Chili, and Pineapple Picante.
• Just Born Retail Group Merchandise Branded merchandise division developing high-quality items including apparel, accessories, and gifts for PEEPS, HOT TAMALES, MIKE AND IKE, and GOLDENBERG'S PEANUT CHEWS brands.

Quantifiable outcome

• PEEPS Brand is #1 non-chocolate Easter candy for over 20 years
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• Hostess BrandscoreGTM or Marketing Partner · 3 March 2026PEEPS and Hostess collaboration for the first time featuring PEEPS Cupcakes. Hostess PEEPS Cupcakes feature Frosted Golden Cake filled with Marshmallow creme and topped with bright yellow icing and signature Hostess squiggle. Available for limited time at retailers nationwide.
• Chip City CookiesminorGTM or Marketing Partner · 3 March 2026New York-based Chip City Cookies joined the 2026 PEEPS collaboration lineup with a PEEPS-inspired Marshmallow-filled cookie. Mixed with pink and yellow sprinkles and rolled in yellow sanding sugar, this limited-edition flavor was available at all Chip City locations.
• The Children's PlaceminorGTM or Marketing Partner · 3 March 2026The Children's Place brought springtime fun to kids' wardrobes with PEEPS-branded apparel and accessories featuring iconic PEEPS Chicks and Bunnies. Collection included colorful pajamas, graphic tees, slippers and accessories available online and in select stores.
• ALEX AND ANIminorGTM or Marketing Partner · 3 March 2026Jewelry brand ALEX AND ANI returned for Easter 2026 with new additions to its PEEPS collection, including the debut of precious metal pieces joining existing charm bangles and beaded bracelets, necklaces and earrings inspired by classic Chick and Bunny designs. Launching February 11, 2026 at select retailers nationwide.
• Simply SouthernminorGTM or Marketing Partner · 3 March 2026Southern lifestyle brand Simply Southern brought its signature charm to a new collection of PEEPS-inspired apparel and accessories. Collection featured playful graphics, bright spring colors, and Bunny and Chick-themed designs available online and in select retailers across the United States.
• Frost BuddyminorGTM or Marketing Partner · 3 March 2026Frost Buddy debuted a new collection of PEEPS-themed drinkware including best-selling universal can coolers, bottles and tumblers with bright colorful designs. Available online and in several Dick's Sporting Goods locations.
• CakeBitesminorGTM or Marketing Partner · 3 March 2026PEEPS Marshmallow-flavored CakeBites made their way to grocery retailers across the U.S. for limited time. These bite-sized snacks feature layers of Marshmallow-flavored cake and sweet creme enrobed in festive pink or yellow icing.
• Baseball Life 101minorGTM or Marketing Partner · 3 March 2026Baseball Lifestyle 101 celebrated Easter with a limited-edition PEEPS-inspired drop pairing the brand's baseball lifestyle roots with PEEPS-inspired graphics and spring-ready colorways. Available at BL101.com and BL101 Retail Experience Stores.
• Rita's Italian Ice & Frozen CustardcoreGTM or Marketing Partner · 2 March 2026PEEPS brand partnership with Rita's Italian Ice for spring 2026 collaboration. Rita's launched a new Mystery PEEPS Italian Ice Flavor at 600+ U.S. locations on March 20, 2026 (First Day of Spring), expecting to serve approximately one million cups. Part of Rita's broader 2026 product innovation strategy with seven new Italian Ice flavors debuting this year.
• Bath & Body WorkscoreGTM or Marketing Partner · 27 February 2026Limited-time PEEPS spring collection collaboration for Easter 2026. Bath & Body Works launched a curated assortment of body care, home fragrance, decor and accessories inspired by the PEEPS brand. The collection, dubbed 'Peepin' It Real,' was developed in partnership with world-class perfumers and available in stores and online starting March 2026.
• ArtsQuestcoreStrategic or Co-development Partner · 10 December 2025Just Born Quality Confections and ArtsQuest co-organized the 17th annual PEEPSFEST event at SteelStacks in Bethlehem, PA on December 30-31, 2025. The festival featured the iconic 400-pound PEEPS Chick Drop, live entertainment, interactive activities, and new PEEPS marshmallow flavor debuting in 2026.
• Curiosity AgencycoreGTM or Marketing Partner · 12 November 2025Just Born selected Curiosity as its agency of record (AOR) after a national review. Curiosity will oversee creative, strategy, media, analytics, and social media for all four brands (Mike and Ike, Peeps, Hot Tamales, Goldenberg's Peanut Chews), starting with campaigns for Mike and Ike and Peeps in Q1 2026.
• Universal PicturescoreGTM or Marketing Partner · 9 June 2025HOT TAMALES celebrated its 75th anniversary with a bold new partnership with Universal Pictures' live-action adaptation of How to Train Your Dragon. The collaboration included a limited-time sweepstakes from June 9-13, 2025 offering movie tickets, candy, and movie-themed gift packs. The film opened in theaters June 13, 2025.
• Marvel StudioscoreGTM or Marketing Partner · 29 April 2025MIKE AND IKE and HOT TAMALES brands partnered with Marvel Studios' Thunderbolts* film (in theaters May 2, 2025). The fully integrated marketing campaign included a co-branded digital media spot, MIKE AND IKE and HOT TAMALES Movie Concession Tour at nearly 100 major college campuses, co-branded candy samples, a fan-focused sweepstakes, college influencers, and culminated at the red carpet world premiere.
• Serendipity3minorGTM or Marketing Partner · 4 February 2025PEEPS brand partnered with Serendipity3 restaurant on the Upper East Side in NYC for 'Brunchin' with PEEPS' pop-up experience from March 26 through Easter Sunday April 20, 2025. The fully PEEPS-themed experience featured over-the-top PEEPS-decor, a curated menu including PEEPS Cotton Candy Flavored Marshmallow Chicks Frrrozen Hot Chocolate, PEEPS Hot Chocolate, PEEPS Bunny Dirt Sundae, and PEEPS Belgian Waffles.
• Coyne Public RelationscoreGTM or Marketing PartnerCoyne PR serves as Just Born's public relations agency handling press/editorial inquiries, media relations, and PR strategy for the company and its brands. Contact: 973-588-2000 or [email protected].
• JLS Automation / Oxipital AI (formerly Soft Robotics)coreTechnology or IntegrationJust Born uses soft robotics technology developed by JLS Automation with technology from Soft Robotics (now Oxipital AI) to handle delicate PEEPS marshmallow treats at its Bethlehem factory. The robotic arm mimics the gentleness of a human hand to avoid piercing the sugar crust during packaging.

Scale indicators15 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Mondelez International: Global snacks and confectionery major (Cadbury, Sour Patch Kids, Swedish Fish, Nerds). Comparable mass-channel confectionery distribution and seasonal brand dynamics across US and global markets.
• Ferrero: Global confectionery group (Nutella, Kinder, Tic Tac). Comparable mass-channel US confectionery presence and brand-extension strategy; PEANUT CHEWS competes in similar chocolate-peanut format adjacent to Ferrero products.
• Hershey Company: Largest US-focused confectioner with broad mass-market candy portfolio including Reese's, Kisses, and Hershey's bars. Directly comparable mass-channel distribution and seasonal candy dynamics, though substantially larger and more diversified.
• Mars Wrigley: Global confectionery leader with mass-market brands (M&Ms, Snickers, Skittles, Starburst). Directly comparable in mass-channel distribution and seasonal consumption occasions, with much broader portfolio and deeper marketing budget.

Direct peers

• Spangler Candy Company: Family-owned US mass-market candy maker (Dum Dums lollipops, candy canes, Saf-T-Pops). Highly comparable in family-owned private status, non-chocolate mass-market candy focus, and seasonal concentration.
• Ferrara Candy Company: US-focused non-chocolate confectioner (Brach's, Lemonheads, Red Hots, Trolli gummies, Now and Later). Direct competitor in non-chocolate seasonal and everyday chewy candies with overlapping distribution in mass and grocery channels.
• Haribo: Global gummy and chewy candy leader (Gold-Bears gummies). Direct competitor in the fruity chewy candy segment where MIKE AND IKE competes, with growing US presence and similar seasonal marketing playbook.
• Tootsie Roll Industries: US mass-market non-chocolate confectioner (Tootsie Roll, Dots, Junior Mints, Sugar Babies). Most directly comparable by product mix (non-chocolate chewy/fruity candies) and family-influenced ownership history, similar in scale and segment.
• Jelly Belly Candy Company: Specialty jelly bean and gourmet candy manufacturer. Direct competitor in jelly beans (Just Born's TEENEE BEANEE and JUST BORN Jelly Beans) and seasonal/non-chocolate confections, with comparable premium and seasonal positioning.
• Necco (New England Confectionery Company): Classic American non-chocolate confectioner (Necco Wafers, Mary Janes, Clark Bars). Comparable in heritage mass-market non-chocolate candy portfolio competing for similar shelf space and seasonal consumption occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/JustBornInc
• YouTubeyoutube.com/user/PEEPSONALITY
• Facebookfacebook.com/JustBornInc
• Instagraminstagram.com/justborninc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Born