Fox’s Burton’s Companies (FBC) is bringing Jelly Belly back to UK grocery, having been named as the UK distributor for the US confectionery brand.
Launching initially in Sainsbury’s ahead of a wider rollout in Morrisons and Home Bargains, the new UK Jelly Belly range comprises Signature 10 Collection, Recipe Collection, Tropical Paradise Collection and Farmers’ Market Collection (rsp: £2.30/100g).
Signature 10 Collection offers a selection of Jelly Belly’s “most-loved flavours” including Strawberry, Blueberry and Very Cherry.
Recipe Collection invites shoppers to “mix delicious flavours into gourmet flavour creations” with pairings including Green Apple and Hot Cinnamon.
Tropical Paradise Collection features “exotic” flavours like Piña Colada and Mango to “transport consumers to a beach paradise”.
Finally, Farmers’ Market Collection is exclusive to Sainsbury’s and contains “gourmet flavours” such as Peach, Green Apple and Juicy Pear.
With Jelly Belly currently only available through specialist confectionery stores, online and department stores, the move into grocery presented “an exciting opportunity” for retailers to convert existing recognition of the brand into trial and sales, FBC said.
Jo Harwood, chief sales and trade marketing officer at FBC, said: “Being named as UK distribution partner for Jelly Belly is a significant move for FBC. It’s a brand with genuine global fame and huge existing UK awareness, but no UK-wide grocery presence to match. We think shoppers are going to love discovering it properly for the first time with some exciting flavour combinations, and there’s huge opportunity for retailers to drive trial and incremental sales as a result.
“Unlike chocolate confectionery, we believe sugar confectionery is a massively under-premiumised market in the UK. Jelly Belly’s gourmet experience can unlock this potential, offering exciting trading-up opportunities for retailers.”
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