Jelly Belly Adds Branded Gummies, BeanBoozled Fiery To Line


Fairfield, CA — Jelly Belly Candy Co. is bringing its flavor expertise to the gummi sector with the debut of Jelly Belly gummies. The chewy candies have the same shape as the brand’s iconic beans and are even moulded with the logo on the top. The product, which launches in May, will be available in both sweet and sour five-flavor assortments of Berry Blue, green apple, lemon, orange and Very Cherry. The sour version is finished with a “lip puckering” sanding.

According to the company, the product is vegan, contains no animal gelatin, is made with colors from natural sources, and is non-GMO.

Both varieties will be available in 3.5-, four- and seven-ounce bags.

In addition, the company is launching BeanBoozled Fiery Five, a line of progressively hotter Jelly Belly jelly bean flavors that challenge spicy food fans to see how hot they can handle.

Packs hold five true-to-life flavors: sriracha, jalapeño, cayenne, habanero and Carolina Reaper. Each bean is appropriately hot for its placement in this progressively spicy line up, from mild sriracha leaving tasters with a light burn similar to the sauce to Carolina Reaper packing a major punch, according to the company. Through focus group testing, Jelly Belly says it noticed that some consumers could handle the heat and as a result has placed warnings on packages that recommend BeanBoozled Fiery Five is only for healthy individuals over the age of 13.

“Fans know that BeanBoozled is a game of risk, but Fiery Five is a whole new take on the game,” says Rob Swaigen, vice-president of global marketing for Jelly Belly. “Fiery Five is the next evolution of the BeanBoozled brand as it continues to push the boundaries of flavor and bravery. We want everyone to have a good time with BeanBoozled Fiery Five, but we recognize that some people may need to tap out as they move through the menu.”

A gift box option is available with a spinner wheel and features a random assortment of 3.5 ounces of the five flavors. Other packs include 1.6-ounce boxes and 1.9- bags, as well as a 3.36-ounce gift tin with a spinner wheel on the top that will debut in February.