Jelly Belly brand joins milkshake and ready-to-eat jelly categories

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Jelly Belly milkshakes

Jelly Belly is moving into milkshakes

Jelly bean brand Jelly Belly is being expanded into the milkshakes and ready-to-eat jellies categories.

Licensed food specialist Rivermill - which has also developed products under brands such as the National Trust, The Food Doctor and Loyd Grossman - will launch Jelly Belly milkshakes in November and jellies early in 2014.

The shakes will roll out in Dark Chocolate, French Vanilla and Top Banana flavours in 330ml Tetra Pak Prisma cartons, and more flavours including Buttered Popcorn and Cotton Candy are in development.

The products will enter a £118.9m flavoured milk and milkshake market that has grown 9.3% by value and 5.9% by volume in the past year [Kantar Worldpanel 52 w/e 9 June].

The ambient ready-to-eat jellies will be available in twinpacks of Berry Blue, Green Apple, Cotton Candy, and Strawberry Cheesecake flavours.

“The milkshakes and jellies use the unique flavours of Jelly Belly jelly beans to bring something new to the category,” said Rivermill owner Andrew Chesters. “The jellies in particular are pushing boundaries in flavour and format.”

Jelly Belly jelly beans were first created in 1976, and the original line-up of eight flavours has grown to more than 100. New flavours known as Rookies are introduced each year and enter the full line-up if popular enough.

Other Jelly Belly licensed products include car air fresheners, phone/tablet cases, fragrances and candles. The UK distributor of the beans is Best Imports.

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