Peeps are produced by Just Born, a candy manufacturer founded in Bethlehem, Pennsylvania, by Russian immigrant Sam Born (1891-1959). In 1953, Just Born acquired the Rodda Candy Company and its marshmallow chick line, and replaced the painstaking process of hand-forming the chicks with mass production. When founder Sam Born would display a sign for his freshly made candy, he would title it "Just Born", playing off of his last name and the fact that he made his candy fresh daily. According to Mary Bellis, the newly purchased company, Just Born, was soon the "largest marshmallow candy manufacturer in the world. " New shapes other than the chicks were produced, following a theme according to the season starting in the 1960s. Twenty years later, the Marshmallow Peeps Bunny was released as a popular year-round shape of the candy. The yellow chicks were the original form of the candy — hence their name — but then the company introduced other colors and, eventually, the myriad shapes in which they are now produced. Peeps were manufactured in different colors, such as lavender starting in 1995 and blue (allegedly) in 1998. Prior to that, they were only being produced in the traditional colors: yellow, pink and white. New flavors such as vanilla, strawberry, and chocolate were introduced between the years of 1999 and 2002.