"Portable Power"

Published in CSP Daily News

Jelly Belly rolls out Sport Beans, formulated to energize during exercise

FAIRFIELD, Calif. -- The Jelly Belly Candy Co. has set its sights on today's fitness-minded consumers with new Sport Beansa first-of-its-kind jelly bean formulated to energize the body during exercise. The new jelly bean is being introduced for the first time at this week's All Candy Expo in Chicago.

Sport Beans by Jelly Belly, made in Lemon Lime and Orange flavors, are larger, traditional-sized jelly beans. Each 1-oz. serving contains 25 grams of carbohydrates; 20% of the daily value (DV) for Vitamins C and E; and 120mg of electrolytes to boost energy [image-nocss] and prevent dehydration.

The new Sport Beans by Jelly Belly will compete in the $3.2 billion energy category of sports drinks, sports gels and energy bars, which have similar ingredients but do not allow for easy portion control.

Jelly Belly Candy developed the new jelly bean for "portable power." The new jelly beans are positioned to appeal to competitive athletes, sports enthusiasts and anyone looking for a fast energy source, the company said.

"At the end of a five-hour race over 150 miles, we need something to really pick it up and cross the line. Towards the end, when it's time to pour it on, the body doesn't have the energy storage, so a quick fuel food helps us finish well," said Kirk Albers, team captain of the Jelly Belly/PoolGel pro cycling team currently in second place on the professional circuit. "Sport Beans taste better than the sports gelsand there are no sticky handlebars after eating them!"

Sport Beans by Jelly Belly are available in 1-oz. single-serving packages. They are expected to be in stores nationwide this summer.