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.

Readers' comments (1)

  • To whom very it may concern I wanted to take a moment to let you know how much I love your products I love your range of jellie bean milk it's just right for a quick brake and something a little different it great for kids and adults alike I would like to see some new flavers and look forward to seeing them in the shops I would also like like to say I loved your flavered juice at Christmas time last year very and like the fact you incoprated for example the straw holder with the bottle is used made lovely Christmas preasents very bright and eye caching I would be very interested it know if you will be doing some this smiler this year I would also like to ask if you had any coupons or free samples you could send to me I would very much apprecaite it thank you for takeung time to read my email and I look forward to hearing your reply yours faithfully Emma

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