PHILADELPHIA, PA — Rita’s Italian Ice & Frozen Custard said it will give away free 6-ounce Italian Ice cups at its more than 600 locations nationwide on March 20, 2026, to mark the first day of spring and introduce a limited-time Mystery PEEPS Italian Ice flavor.
The company said it expects to serve about one million cups during the annual promotion.
Rita’s locations reopened for the season on March 1, the company said, ahead of the giveaway.
The Mystery PEEPS Italian Ice flavor will launch March 20 and be served as a white Italian Ice, with the specific flavor undisclosed. From March 20 through March 29, customers can submit guesses about the flavor at ritasice.com/peeps for a chance to win prizes.
Five winners selected at random from eligible correct entries will receive free Rita’s Ice for a year and a Rita’s and PEEPS-branded merchandise package, according to the official rules posted on the website. No purchase is necessary, and the sweepstakes is open to U.S. residents age 13 and older.
“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, senior vice president of marketing insights and innovation at Rita’s. She said the collaboration aims to create a “Mystery Italian Ice” experience tied to the start of the season.
Caitlin Servian, brand manager for PEEPS, said transforming a PEEPS marshmallow flavor into Italian Ice introduces the product “in a completely new format” with a surprise element.
Rita’s said the Mystery PEEPS flavor is one of seven new Italian Ice flavors planned for 2026.
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