A family owned company responsible for varies candies including marshmallow peeps and their various marshmallow cousins, as well as other candies like mike and ikes. The founder of Just Born, Samuel Born immigrated to the United States from Russia in 1910. In 1916 he was given the Keys to San Francisco for inventing the Born Sucker Machine, which mechanically inserted sticks into lollipops. Born opened a small candy making story in Brooklyn, New York in 1923. The phrase just born was used to refer to the freshness of the daily made candy he was selling.

As the company grew, despite the Great Depression, they moved the company to its current home in Bethlehem, Pennsylvania. It also began to acquire other companies including the Rodda Candy Company of Lancaster, Pennsylvania in 1953. It was from them that Just Born got marshmallow peeps, though at the time they had to be hand made a process that took over 27 hours. Bob Born the son of the founder worked to mechanize the process so that now over 3.8 million peeps are produced a day.

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