The man who helped give the world the marshmallow Peep has died at age 98. Ira “Bob” Born automated and mechanized the process for churning out the tasty treats. He helmed Just Born Quality Confections for most of its 100 years in business. Ira helped pare down the process of making Peeps by hand, it took 27 hours to make one, automating the process and now taking less than six minutes. Just Born makes around 2 billion Peeps each year, or enough to circle the globe two-and-a-half times. Ira also came up with the recipe for Hot Tamales, which the company also makes along with Mike & Ikes and the Goldenberg’s Peanut Chews.