# Seasonal Marshmallow Slushy Releases ICEE And PEEPS Relaunch the PEEPS Marshmallow-Flavored ICEE By Kanesa David | Written with AI assistance | Published 2026-04-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/peeps-marshmallow-flavored-icee References: [bevindustry](https://www.bevindustry.com/articles/98239-icee-peeps-reunite-to-bring-peeps-marshmallow-flavored-icee) & [icee](https://www.icee.com/)  The [ICEE Co.](https://www.trendhunter.com/trends/icee-flavors) partnered with [Just Born Inc.](https://www.trendhunter.com/trends/peeps-2024-holiday-lineup) to relaunch the limited-edition [PEEPS](https://www.trendhunter.com/trends/marshmallowflavored-soda) Marshmallow-Flavored ICEE, a frozen beverage that blends ICEE’s slushy base with the marshmallow sweetness associated with PEEPS. The collaboration returned for a second year ahead of Easter, featuring the same candy-inspired flavor profile that debuted previously. Available at major theater chains, convenience stores and select retailers—including participating Target locations—the seasonal rollout made the product widely accessible nationwide. Company spokespeople noted strong consumer response to last year’s release, which informed the decision to bring the flavor back. For consumers, the relaunch extends a springtime tradition by pairing a nostalgic candy taste with an on-trend frozen format, delivering shareable moments and seasonal excitement. The repeat release underscores demand-driven seasonal tie-ins that turn limited flavors into recurring retail events. Image Credit: ICEE Co. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 18% | Activity: 20% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Seasonal Limited-edition Brand Collaborations:** Recurring holiday tie-ins between established brands create periodic scarcity that can reshape product lifecycle strategies and consumer anticipation. - **Nostalgia-flavored Products:** A revival of childhood tastes in contemporary formats signals potential for reformulating classic confection profiles into new product categories. - **Multi-channel Seasonal Rollouts:** Widespread availability across theaters, convenience stores and select retailers points to integrated distribution patterns that blur impulse and destination purchasing behaviors. ### Where This Applies - **Confectionery:** The melding of candy flavors with ready-to-drink or frozen formats suggests opportunities to extend confection brands into adjacent consumables. - **Convenience Retail and Quick-serve:** High-demand seasonal SKUs appearing in convenience channels indicate shifting assortment plans that prioritize limited-time novelty over perennial staples. - **Entertainment and Theater Chains:** Movie theaters carrying branded seasonal beverages reflect evolving F&B strategies that leverage experiential retail to boost foot traffic and ancillary revenue. ## Related on Trend Hunter - [Marshmallow Fragrance Collections](https://www.trendhunter.com/trends/peeps-x-bath-and-body-works.md) - [Co-Branded Easter Marshmallow Confections](https://www.trendhunter.com/trends/marshmallow-confections.md) - [Comprehensive Easter-Inspired Collaborations](https://www.trendhunter.com/trends/spring-collaboration.md) - [Ice Pop-Flavored Sparkling Waters](https://www.trendhunter.com/trends/melted-ice-pop.md) - [Nostalgic Summer Ice Creams](https://www.trendhunter.com/trends/super-fun-times.md) - [Marshmallow-Infused Ice Creams](https://www.trendhunter.com/trends/twister-mallow.md) - [Spring Season Branding Activations](https://www.trendhunter.com/trends/ritas-italian-ice-frozen-custard.md) - [Icy Cartoon Movie Refreshments](https://www.trendhunter.com/trends/icee-and-smurfs.md) - [Collaboration Candy-Infused Ice Creams](https://www.trendhunter.com/trends/rays-ice-cream-and-blobs.md)