‘Adult jelly’ brand Wibble is to debut with a range of three plant-based jellies launching next year.
The startup, which aims to provide a point of difference to “boring” and “child-focused” competitors, will launch a trio of flavoured jellies: Orange & Ginger, Strawberry & Vanilla and Raspberry & Coconut.
Each 150g pot contains at least 45% pressed fruit juice and comes in at up to 35 calories with 6g of sugar and no artificial additives.
Its founder Laura Jones said that as a “jelly lover” and frequent consumer, she had been disappointed by the current market offering.
“I found the current jelly offering to be quite stagnant and child-focused, and the flavours were quite boring,” she said.
After leaving her job two years ago, she began creating the jellies from her kitchen before teaming up with a co-manufacturer who now makes the jellies at a larger scale. Her partner, who works in investment, provided initial funding.
The range has launched for pre-order online, ahead of the official launch in January (rsp: £10/6x150g).
Jones told The Grocer she was in talks with retailers and hopes to have secured grocery listings early to mid-next year.
She also plans to expand the range in 2021 with limited-edition flavours, as well as experimenting with alcoholic jellies.