'Sport Beans' give nutritional cachet to candy

06/13/2005

At this week's All Candy Expo in Chicago, Fairfield, Calif.-based Jelly Belly Candy Co. is introducing the first jelly bean designed for sports performance.

Jelly Belly's new Sport Beans, the candy for those working to fend off a jelly belly.

"Sport Beans," which come in Lemon Lime and Orange flavors, are larger, traditional-sized jelly beans with something extra. Each one-ounce serving contains 25 grams of carbohydrates, 20% of the daily value for Vitamins C and E, and 120mg of electrolytes to boost energy and prevent dehydration. The new jelly beans are positioned to appeal to competitive athletes, sports enthusiasts, and anyone looking for a fast, refreshing energy source. 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.

"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 gels -- and there are no sticky handlebars after eating them!"

Jelly Belly Candy Co. developed the new jelly bean for portable power. "Today's active adults and teens are exercising harder than ever, and are looking for optimal performance at play and in competition," said Pete Healy, vice president of marketing for Jelly Belly. "We've heard from marathon athletes for years about how they use Jelly Belly beans for the carbohydrates they need to sustain energy and finish a race, so we developed a fun candy with additional nutrients the body needs during exercise."

Sport Beans are available in 1-oz. single-serving packages. They are expected to be in stores nationwide this summer. For more information, see www.JellyBelly.com or call the Jelly Belly Hotline at (800) 522-3267. For news and updates on the Jelly Belly/PoolGel team go to www.jellybellycycling.com.