DIELINE AWARDS 2020: EXTENDED! EXTENDED! EXTENDED!

Jelly Belly Launches Flavored Sparkling Water Line

by Rudy Sanchez on 01/15/2020 | 2 Minute Read

Smokers often turn to candy to abate the desire to light up a cigarette. The sugar gives a dopamine hit, and it calms the oral fixation acquired from years of puffing on cancer sticks. The Gipper quit smoking this way and grew fond of jelly beans-in particular, the Jelly Belly brand jelly beans. As consumers ditch alcohol and traditional sodas for healthier alternatives like naturally-flavored sparkling waters, Jelly Belly is once again poised to become a tasty choice over the conventional Tom, Dick, and Harry's with the launch of their Jelly Belly Sparkling Water.

There are plenty of sparkling waters made with natural ingredients, but it was a Mother’s Day gathering where members of the Jelly Belly Candy Company clan-which is still family-owned through seven generations-believed they could improve on the taste. Of course, if one thinks this is a licensed cash-grab, Jelly Belly beans are naturally flavored, and with a roster of over 100 flavors at their disposal, they could give the darlings of the sparkling water world some legitimate competition at launch.

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The Jelly Belly sparkling water line will launch with eight flavors, and, thankfully, buttered popcorn isn’t one of them. Choices include French Vanilla, Lemon Lime, Orange Sherbet, Piña Colada, Pink Grapefruit, Tangerine, Very Cherry, and Watermelon, and all varieties will include only natural ingredients and bubbly water. Plus, unlike their sweet and diminutive counterparts, Jelly Belly sparkling water is calorie, sugar, and sweetener-free.

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The cans are colorful and feature the core flavors upfront, along with the Jelly Belly wordmark, sans bean. The white background on the packaging helps position the drinks as sparkling water-as opposed to a sugary soda-but are still bright and fun enough to trade on Jelly Belly’s brand equity in a new brand category.

Joffer Beverage Company-the company formed by Jelly Belly family members specifically for the sparkling water line-says that new fizzy drinks will launch in Hy-Vee stores and will also be available at JellyBelly.com soon.

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