Pepsi and Peeps to launch limited-edition marshmallow cola

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PepsiCo has partnered with Peeps to introduce a marshmallow-flavoured Pepsi soft drink, which will be available for a limited time through a competition.

Peeps' signature marshmallow chicks and bunnies are often associated with springtime by US consumers, and the spring-inspired beverage seeks to evoke the "joyous, relaxing vibes of springtime".

The drink combines the taste of Pepsi cola with the 'pillowy-sweet' Peeps Marshmallow flavour, while the 7.5oz mini-cans will feature bright pink, yellow and blue colour schemes.

To win the limited edition drinks, consumers will need to submit a photo of themselves "enjoying their favorite springtime activities" with Peeps Marshmallow Chicks and Bunnies through the #HangingWithMyPEEPS hashtag.

Todd Kaplan, vice-president of marketing at Pepsi, said: "After what has been a very difficult year, many consumers are looking for new things to smile about.

"So, to celebrate the start of springtime, Pepsi collaborated with Peeps to develop a limited batch of its first-ever marshmallow cola.

"We know our consumers love our limited product drops, and we believe that Pepsi x Peeps will deliver an iconic and delicious pairing that has the potential to become a fan favourite."