Few products have achieved the iconic status of PEEPS®, the yellow, chick-shaped marshmallow confection beloved by children and adults alike. But, as popular as PEEPS® has become, it is only one of the many delicious products produced by Just Born, an 87-year-old, family-owned confectionery company based in Bethlehem, Pennsylvania. The Just Born candy tradition actually began in 1910 when Sam Born emigrated to the U.S. from Russia. A candy maker by trade, Born used innovative technology to produce chocolate sprinkles, known as Jimmies, and the hard chocolate coating for ice cream bars. In 1916, Born invented a machine that mechanically inserted sticks into lollipops. In 1923, Born opened a small candy-making and retail store in Brooklyn, New York. He marketed the freshness of his line of daily-made candy with a sign that declared, “Just Born.” Not long after opening the Brooklyn store, Born invited his brothers-in-law, Irv and Jack Shaffer, to join him in the business. The company thrived in spite of the economic depression of the 1930s and, in 1932, moved its operations to an empty printing factory in Bethlehem, PA.
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