For Rita’s regulars, springtime starts with a cup of Italian Ice. Its First Day of Spring celebration has turned into a yearly tradition. This year, Rita’s is adding a twist by partnering with PEEPS to launch a new Mystery Italian Ice flavor.
Mystery PEEPS Italian Ice Flavor to be Launched in Collaboration with Rita’s
To celebrate the spring season, Rita’s Italian Ice is collaborating with PEEPS, a marshmallow candy brand. The new Mystery PEEPS Italian Ice will be served beginning March 20. It is based on one of the traditional marshmallow flavors of the candy brand, but the actual taste is a secret.
Fans can expect the signature sweetness of PEEPS blended into Rita’s refreshing Italian Ice. In addition to the new product, Rita’s is also launching a PEEPS Marshmallow Chick topper. These topper can be incorporated into any Rita’s treat for a refreshing touch.
Company representatives described the partnership as a natural fit. The new product glorifies the nostalgia and the happiness surrounding the spring. “For so many people, Rita’s and the PEEPS® Brand are tied to the simple joys and sweet memories that define spring,” said Carmela Hughley, SVP of Marketing Insights and Innovation at Rita’s Italian Ice & Frozen Custard.
The collaboration gives customers a new way to experience PEEPS. Caitlin Servian, Brand Manager for PEEPS, quoted, “Transforming a beloved PEEPS® Marshmallow flavor into Italian Ice allowed us to introduce our iconic sweetness in a completely new format and add an element of surprise through the Mystery Flavor experience – just in time for spring!”
Mystery Flavor Contest Rolls Out Nationwide
To hype up the new flavor among guests, Rita’s Italian Ice is making it a national guessing game. From March 20 to March 29, the customers have the opportunity to taste the Mystery PEEPS Italian Ice and compete in a contest where they have to guess the hidden flavor.
It will appear as a white Italian Ice, keeping the flavor a mystery. The dessert is meant to keep the guests wondering.
The participants with the correct flavor identification will be entered into a random drawing to win. A total of five winners will enjoy one year of free Rita’s Ice and a co-branded Rita’s and PEEPS swag pack.
Rita’s Italian Ice Kickstarts Spring Season
Rita’s is carrying on with its years-old tradition to begin the spring season with its offerings. It started with serving a free 6-ounce Italian Ice to customers at its over 600 locations throughout the country. The giveaway consistently draws long lines.
The season started from March 1, with guests returning to Rita’s locations throughout the country for freshly made Italian Ice and Frozen Custard.
The launch of the Mystery PEEPS Italian Ice shows Rita’s efforts in refreshing the menu. Being one of the seven new Italian Ice flavors planned to debut this year, the brand is bringing quality and fun choices to customers.
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Rita’s Italian Ice is prepared every day in-store, and the options rotate based on over 80 flavors. This model makes its guests return year after year for a sweet and flavorful spring season.
