Let’s take a moment, and put down that 11th Peep to be smushed into your mouth today, to consider the rich history of Easter’s favorite marshmallowy, sugar-coated bird (or bunny or other various springtime shape).

Way back in the days of yore, specifically the 1920s, a Russian immigrant named Sam Born opened a chocolate shop in New York City. After a few years of doing retail, he moved his business into the manufacturing of candy, calling his company, “Just Born,” CNNMoney reports.

He then bought another company in the 1950w which specialized in jelly beans and marshmallow chicks, which we now know as Peeps. At the time, each Peep took 30 hours by hand to create a single, delicious marshmallow creation.

These days, the Born family-owned business makes Peeps 24 hours a day, five days a week from its Bethlehem, Pa. factory, producing 2 billion Peeps a year.

The company is also the creator of Mike & Ikes, Hot Tamales and Peanut Chews, with Mike & Ikes being the company’s best-selling candy, just ahead of Peeps.

Peeps have come a long way, with a new retail shop in Maryland, a variety dipped in chocolate, versions and colors for every holiday and a cult-like status. Of course, the original yellow Peeps are still the most popular variety.

You now have permission to pick up that 11th Peep and cram it into your candy-loving mouth.

Check out CNN’s video on Peeps below:

The gooey origins of Easter Peeps [CNNMoney]

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