The US firm marked its largest ever international launch at the International Sweets and Biscuits Fair (ISM) in Cologne, Germany last week and said it was optimistic about growth in international markets, particularly in China and Saudi Arabia.
The highlight: Beer flavored jelly bean
Speaking to ConfectioneryNews at the show, Sharon Duncan, vice president, international business at Jelly Belly said: “The highlight for this trip is our brand new draft beer flavor, which is the first beer flavored jelly bean in the world.”
“With the craft beer market and the gourmet aspects of beer we felt this was the right time to release it.”
The non-alcoholic beer flavored beans took three years to develop and are inspired by Hefeweizen ale flavor and draft beer.
“We specifically called it draft beer so it is a light, fresh flavor. We also have a new finish which adds a iridescence, so it really replicates the sparkling real beer aspects.”
Positioning a beer jelly bean
Jelly Belly is keeping the ingredient that makes the product tastes like beer a safeguarded secret, but Duncan confirmed that the flavoring was not beer as the product was non-alcoholic.
We asked Ducan if the product could give children a taste for beer. “We don’t market the draft beer in any mix or assortment. You can only buy it as an individual flavor – and it’s marketed directly at the 20 something plus,” she said.
Duncan said that she expected the beer jelly beans would sell well in the company’s usual mass food and drug channel.
She added: “I think it will be a big novelty item in the specialty shops, particularly the one that sell bulk. It opens new retails channels for us too, like pubs or bars or co-promotions with breweries.”
No wasted opportunities: Asia ‘big on beer’
Jelly Belly highlighted Europe and Canada as strong prospects for the brand, but didn’t rule out emerging markets.
“Asia is big on beer and there are some emerging markets in Asia that I think will pick up on this right away. “
For now, Jelly Belly is offering the product internationally as a bulk item, but it is also exploring novelty packaging options to promote the product.
China and the UK
Duncan also pinpointed the key growth markets for Jelly Belly for the year ahead.
“Right now China is growing quite rapidly. The Middle East is also growing for us. We can grow faster obviously in China because we don’t have a lot of business there, and there’s a big business to get, but our mature markets are growing as well.”
The international business chief said that the UK, one of the firm’s oldest international markets, was growing double digits every year and added that Europe accounted for around a third of international sales.