Washington — While jelly beans were once relegated to the spring holiday season, essential for Easter baskets and candy dishes, they have become an everyday staple in most candy aisles. Consumers are drawn to the bite-size treats and candymakers recognize the sector’s ability to engage shoppers with traditional offerings and unique takes on the candies.
Candystore.com’s ranking of the top 10 flavors of jelly beans are a mix of classic offerings — black Licorice, buttered popcorn, cinnamon, root beer, cherry, watermelon, juicy pear, coffee, blueberry, sour, orange, green apple, strawberry, cotton candy, coconut, and chocolate.
The sector recorded sales of $224 million for the 52 weeks ending August 11, based on Circana total US, MULO+ with convenience. This reflects the sale of 62 million packs of jelly beans — no small feat considering it takes at least six days and as long as 21 days to make a single jelly bean.
A recent NCA consumer poll showed a bit of a different take on flavor preferences, with strawberry taking the top spot, followed by cherry, grape, lemon, and licorice. When asked to share their preference for eating jelly beans, 66 percent of consumers said they enjoy snacking on a random mix of flavors, while 34 percent take the time to sort them by color first and experience each flavor separately.
The same poll ranked jelly beans as consumers’ second favorite Easter treat, behind chocolate eggs and bunnies.
From classic mixes to interesting licenses and out-of-the-box flavors, this sector is challenging consumers and pushing candymakers into new innovations.
Frankford Claussen Pickle Flavor Jelly Beans
When the pickle-flavor craze took hold, Frankford Candy LLC wasn’t afraid to jump in with both feet. These sour dill flavored beans partner the 77-year-old candy company with the 150-year-old pickle brand from Kraft Heinz. The company claims the beans, that are of course offered in a classic green hue, are “juicy just like a real pickle but in a no-mess, easy-to-eat jelly bean treat.”
Aimed at Gen Z and millennial consumers who enjoy trying new foods and sharing their experiences, one online review claims the beans have a “startlingly accurate dill pickle flavor.” The company adds that because unique flavors are common in the jelly bean sector it knew pickle-flavored jelly beans would hit the mark.
Brach’s Easter Brunch Jelly Beans
The team at Ferrara Candy Co., Inc. has set a precedent of introducing annual fall Brach’s candy corn in flavors that reflect the iconic, if not sometimes offbeat, tastes of the season, think gravy, pumpkin pie, and green beans. Earlier this year, it took that same concept and applied it to the Brach’s jelly bean brand. The Easter Brunch assortment “celebrates weekend brunch with your friends any day of the week,” according to the company.
The mix covers all the bases with blueberry maple pancake, chocolate glazed donut, cinnamon roll, mimosa (non-alcoholic, of course), caramel cold brew, and berry smoothie. While this assortment was an LTO for 2024, retailers should be on the lookout for the next flavor innovation from Ferrara.
The Jelly Bean Planet
Cloetta AB colors its 36-flavor range of beans using just fruit and vegetable concentrates and uses only natural flavors. All of the fruit-flavored jelly beans contain juice concentrates. The allergen-free premium beans have flavored shells and centers and are vegetarian, non-GMO, and kosher certified.
In 2022, the company refreshed the brand, re-evaluating its entire flavor assortment and taking the opportunity to remove four of what it called “polarizing” flavors — licorice, mint, café latte, and cinnamon. Cloetta replaced those flavors with Salted Caramel, Forest Fruits, Bubble Tea Peach, and Cherry Blossom Soda.
In announcing the changes, it said in a statement: “You should be able to eat a handful of jelly beans and have a mind-blowing flavor experience.”
Galerie Froot Loops Jelly Beans
Recognizing a growing consumer obsession with cereals from their youth, Galerie took the flavor of Froot Loops and morphed them into jelly beans. Made with natural flavors, the product is described as capturing the essence of the iconic breakfast staple in a bite-size form.
Each bag offers a kaleidoscope of colors and the familiar if undistinguishable fruity flavors of the brand, and packaging features the brand’s Toucan Sam mascot. One item in a line of treats from Galerie under the Froot Loops license, which also includes gummies, and cereal straws, the Kellogg’s licensed brand hit the market in 2022 and continues to attract consumers.
Jelly Belly Barbie & Hot Wheels Jelly Beans
New to the sector and only available for a limited time are Jelly Belly Barbie & Hot Wheels Jelly Beans. The products are the result of a partnership between Ferrara Candy Co., Inc. and Mattel Inc. to debut the two collections.
Taking advantage of Jelly Belly’s spot-on flavor profiles, the Hot Wheels line features an assortment of Very Cherry, Berry Blue, orange soda, lemon, and grape soda flavor beans, while the Barbie range is an assortment of Jewel Bubble Gum, Strawberry Cheesecake, Jewel Very Cherry, Cotton Candy, and Strawberry Boba Milk Tea flavors.
Pink packaging is a tribute to the Barbie brand, while the Hot Wheels packs feature the brand’s iconic logo and illustrations of various muscle cars in the series. Both collections come in gift boxes, gift pouches, and everyday bag formats.
