PHILADELPHIA — It’s the annual rite of spring and a sign of warmer days to come.

For many people, spring doesn’t officially begin until a Rita’s Italian Ice is in their hands.

Bensalem-based Rita’s Italian Ice and Custard is returning for another season to offer a free sweet treat on the first day of spring and spring smiles on people’s faces through the spring and early fall.

This year, as one of the season’s most iconic first signs of spring, the Peeps Brand joins the fray with a Free Italian Ice giveaway on the First Day of Spring on March 20 and the debut of the new mystery Peeps Italian Ice flavor.

Rita’s Italian Ice & Frozen Custard will celebrate the First Day of Spring with a free 6-ounce Italian Ice giveaway to guests at all 600-plus locations, including many in Montgomery and Bucks counties and the Philadelphia region.

Rita’s expects to serve about 1 million cups of its signature Italian Ice during the annual spring tradition.

Rita’s Italian Ice symbolizes the start of spring for many, but Rita’s franchisees are serving up sweets and smiles even before that special day.

Starting March 1, Rita’s locations nationwide officially opened, inviting guests to kick off the season with freshly made Italian Ice and Frozen Custard.

To make the mystery even more fun, from Friday, March 20, through Sunday, March 29, Rita’s is inviting fans nationwide to put their taste buds to the test with the Mystery PEEPS® Italian Ice Flavor Guessing Contest.

The Mystery Italian Ice will be served as a white Italian Ice, with its flavor profile kept completely under wraps — encouraging guests to taste, guess, and join the excitement.

Fans can submit their flavor guess online at ritasice.com/peeps for a chance to win exclusive prizes. All correct entries will be entered for a chance to win, with five winners selected at random to receive:

Free Rita’s Ice for a YearA Rita’s + PEEPS® Swag Pack

About Rita’s Italian Ice & Frozen Custard

Founded in 1984 in Bensalem, Rita’s Italian Ice & Frozen Custard has been spreading “Ice, Custard, Happiness!” for more than four decades.

Today, Rita’s is the largest Italian Ice concept in the world, with over 600 locations serving freshly made Italian Ice and signature Frozen Custard.