The son of the man who founded Pennsylvania-based Just Born candies died Sunday, according to a statement from the company.

Ira “Bob” Born was a former president of Just Born candies, the company founded by his father, Sam Born, according to the statement. He was 98.

He joined Just Born in 1945 and was sometimes known as the “Father of Peeps.”

He helped to mechanize the labor-intensive marshmallow forming and packaging process for Peeps, the company’s most iconic candy. His machine was used by the company for more than 50 years, the statement says.

“Bob will be remembered as a tireless and passionate advocate for the candy industry and a wonderful supporter of our community.” said David Shaffer, board chair and co-CEO of Just Born.

Bob Born served in the U.S. Navy during World War II.

Just Born is celebrating its 100th year in business. In addition to Peeps, the company is known for Mike and Ike candies, Hot Tamales and Goldenberg Peanut Chews. Bob Born invented Hot Tamales by reworking the recipe for Mike and ike candies, the statement says.

Bob Born last visited the Just Born factory on Feb. 15, 2019, when he was honored by the City of Bethlehem proclaiming the first day of the Easter season as “Bob Born Day,” the Just Born company statement says.

Bob Born’s son, Ross Born, took over the company along with Shaffer after Bob Born retired. David Shaffer is Ross Born’s cousin. Ross Born retired in 2021.