Jelly Belly

Jelly Belly
Jelly Belly Candy Company
Type Private
Industry Confections
Founded 1898
Headquarters Fairfield, California
Area served Worldwide
Key people Herman G. Rowland, Sr. Chairman of Board
Products Jelly Beans and many other confections
Revenue $160 million[1]
Employees 675

The Jelly Belly Candy, or simply Jelly Belly, is the maker of The Jelly Belly and other candy, formerly known as The Herman Goelitz Candy Company.[2] The company is based in Fairfield, California and produces more than 34 million pounds (15,000 tonnes) of candy annually [3] at its Fairfield, North Chicago, Illinois, and Pleasant Prairie, Wisconsin facilities, which have nearly 800,000 square feet (74,000 m2) of production space between them.[3]



David Klein, who is the subject of the 2010 documentary film Candyman: The David Klein Story,[4] created the jelly belly bean and a new kind of marketing for a jelly bean to be sold in single flavors[5] in 1976.[6] David approached Herman Goelitz Candy Company and appointed them as his only contract manufacturer. David told them to make him a version of the mini gourmet jelly bean that he would call Jelly Belly. David asked his manufacturer, The Goelitz Candy Company, to make this jelly bean using natural flavors if possible. These innovating ideas made The Jelly Belly a success. Kathy Fosselman designed the Jelly Belly logo which is still being used today. David became Mr. Jelly Belly. The product got off to a very slow start because the $2 per pound retail price was considered very high. The product achieved a great deal of exposure due to a nationwide publicity campaign including an article in People magazine which featured a full page photo of David taking a bath in Jelly Bellies and several appearances on national television shows such as Mike Douglas.

In 1980, Klein and his business partner were taken over by The Goelitz Candy Company for $4.8 million.[7] David Klein states that the Goelitz Candy Company was determined to take over the trademark. The Goelitz Candy Company had a plan B if Klein would not sign over the trademark; They would stop manufacturing his Jelly Belly beans, and hope that Klein would run out of money with legal costs, and squeeze him out. The documentary portrays the takeover as dishonest and hostile. The payout was spread over a twenty year period and was based upon future sales with a cap of 120,000 pounds per month. As part of the original contract David had to sign a 20 year non competitive clause which meant he could not be involved with another jelly bean until the year 2000.[8]

Fourth generation Goelitz descendent Herman G. Rowland, Sr., and his parents had decided to expand the company's products more than a decade before. The company was the first American manufacturer to make a gummi bear for the US market. They also made candy corn, mellocremes, gummi worms, giant jelly beans and mini jelly beans, which were the precursor to the famous Jelly Belly jelly bean. Confectioner Marinus van Dam was employed by the company to manage the plant and oversee new product development with Herman Rowland. Marinus van Dam was born in Ooltgensplaat, a township in Oostflakkee, Netherlands, on October 24, 1929. After obtaining a candy manufacturing degree in the Netherlands, he emigrated to the United States and went to work for the Herman Goelitz Candy Company in the 1960s. He rose to the level of vice president before moving on to other companies and finally starting his own business, Marich Confectionery.

Traditional jelly beans started out with plain, uncolored pectin centers that were merely sweetened with sugar. Only the outer candy coating was colored and flavored. The third and fourth generation of the candy family decided to produce a superior jelly bean to set itself off from traditional jelly beans. The centers for the company's mini jelly bean were colored and flavored. This flavor enhancing process was also used on the outer candy shell. With the new generation of Jelly Belly beans the company used real fruit juices and natural flavors when possible to boost the taste experience further. The finished Jelly Belly beans contained about half the sugar of the regular jelly bean, and were more flavorful than the generic jelly beans sold in stores.

David Klein sold the first Jelly Belly jelly beans in an ice cream parlor, Fosselman's, in Alhambra, California in 1976. The first flavors were Very Cherry, Tangerine, Lemon, Green Apple, Grape Jelly, Licorice, Root Beer, and Cream Soda. Total sales for the first seven day period was $44. The product was selling for $2 per pound which was considered a very high price at the time.

Jelly Bellies were most famously endorsed by U.S. President Ronald Reagan, who kept a jar of them on his desk in the White House and on Air Force One,[2] and who also made them the first jelly beans in outer space, sending them on the 1983 Challenger shuttle as a surprise for the astronauts.[2]

Mr. Jelly Belly, Jelly Belly's mascot

The company's official mascot is Mr. Jelly Belly, an anthropomorphic cartoon jellybean character with a face. He appears on the packaging and marketing since his introduction in 1996.


Official 50 flavors

A collection of various Jelly Belly jelly bean flavors.

Jelly Belly officially has 50 flavors (originally 40) that are made year-round. Additionally, Jelly Belly frequently produces "rookie" flavors that sometimes are added to the jelly beans in the 50 official flavors if they become popular enough.

Rookie Flavor

Jelly Belly usually produces new prototype flavors that occasionally are added to flavors in the Official 50 group. Previous rookie flavors that have since been withdrawn from the market include:

The latest[when?] rookies are:

  • Dark Chocolate
  • 7-Up
  • Grape Crush
  • Orange Crush
  • Apple Pie A La Cold Stone
  • Birthday Cake Remix
  • Chocolate Devotion
  • Mint Chocolate Chip
  • Our Strawberry Blonde
  • Honey Bean
  • Pomegranate Cosmo
  • Mojito
  • Peach Bellini

Jelly Belly Sours

Jelly Belly currently makes five sour flavors of Jelly Belly beans, sometimes found in single flavors, but most often packaged in dedicated boxes and bags:

  • Sour Cherry
  • Sour Lemon
  • Sour Orange
  • Sour Apple
  • Sour Grape

Prior to 2010 the sours assortment consisted of ten flavors; the discontinued flavors were:

  • Sour Peach
  • Sour Raspberry
  • Sour Blueberry
  • Sour Strawberry
  • Sour Watermelon

Bertie Bott's Every Flavor Beans

Bertie Bott's Every Flavor Beans

Bertie Bott's Every Flavor Beans were based on a product featured in the Harry Potter book series. These can be found in Hot Topic stores, the Islands of Adventure theme park in Orlando, Florida, Toys R Us, and online. They are ambiguously colored and consist of a mixture of the original jellybean flavors, as well as some unique, less pleasant ones like grass, vomit, and boogers. The brand is sold under license to Frankford Candy & Chocolate Company, which bought Cap Candy, a division of Hasbro.


BeanBoozled jelly beans come in 20 flavors, each with an outer shell designed to mimic a traditional flavor.[9] Released January 2008, the flavors (some of which have appeared in the Bertie Bott's Every Flavor Beans sets) include:

  • Licorice (Skunk Spray)
  • Top Banana (Pencil Shavings)
  • Caramel Corn (Moldy Cheese)
  • Coconut (Baby Wipes)
  • Berry Blue (Toothpaste)
  • Buttered Popcorn (Rotten Egg)
  • Cafe Latte (Earwax)
  • Juicy Pear (Booger)
  • Peach (Barf)
  • Plum (Black Pepper)
  • Strawberry Jam (Centipede)
  • Chocolate Pudding (Canned Dog Food)

In February 2011, these were the subject of a Dirty Jobs episode, where several base flavors (rotten egg, vomit, dirt and dog food) were mixed to approximate the smell of Mike Rowe's boots.

Soda Pop Shoppe

In early 2007 Jelly Belly introduced Soda Pop Shoppe flavors based on soft drink brands marketed by Cadbury Schweppes Americas Beverages. The six flavors include Dr Pepper, 7-Up, A&W Root Beer, A&W Cream Soda, Orange Crush, and Grape Crush. They are available in single flavor novelty pop bottle shaped containers and in mixed variety packages.

Sweet Rocks

In 2006 Jelly Belly made Sweet Rocks available in conjunction with the release of the animated movie The Ant Bully. Now discontinued, Sweet Rocks jelly beans included 4 Ant Bully flavors in a 20 flavor mix.

  • Aika Root
  • Lawn Clippings
  • Caterpillar
  • Ant Hill
  • Caramel Apple
  • Strawberry Jam
  • Very Cherry
  • Bubble Gum
  • Buttered Popcorn
  • Carmel Corn
  • Watermelon
  • Candy Floss
  • Lemon Drop
  • Red Apple
  • Grape
  • Top Banana
  • Tutti-Fruiti
  • Berry Blue
  • Chocolate Pudding
  • Toasted Marshmallow

Sugar-free jelly beans

Jelly Belly also produces sugar-free jelly beans that come in these flavors:

They are sweetened with Splenda and maltitol. In addition to sugar-free jelly beans, all varieties are certified OU Kosher by the Orthodox Union.[10]

Sport Beans

Sport Beans are a line of jelly beans specially formulated for athletes to consume during training or sports activity. They contain electrolytes, carbs, and vitamins B and C,[11] and they currently come in four flavors:

Extreme Sport Beans

In November 2007, Extreme Sports Beans were released. They are being marketed as "very energizing" jelly beans, and they contain electrolytes, vitamins and 50 mg of caffeine per serving.[11] These jelly beans come in two flavors:

Belly Flops

In the process of making Jelly Belly beans some of the beans stick together, are too large or too small, making them not meet the standards of quality. These imperfect beans, rather than being scrapped, are repackaged as Belly Flops. Belly Flops are sold in five ounce, one pound, or two pound packages at the Jelly Belly factory, other select stores such as factory outlets, and online at the Jelly Belly Outlet. Five ounce packages can sometimes be found in dollar stores. Belly Flops come in mixes, and are not sold by the flavor.


JBz were a candy manufactured by The Jelly Belly Candy Company starting in 2003. Meant to capture the popularity of both Jelly Bellies and M&M's candies, JBz were chocolate candies covered with Jelly Belly-flavored shells. Some 20+ flavors were used for JBz, but they never caught on for fans of either candy and were discontinued in 2009.

Among the Jelly Belly flavors used for JBz shells were raspberry, coconut, strawberry cheesecake, Juicy Pear, apricot, cappuccino, Very Cherry, Ice Blue Mint, cotton candy, Top Banana, Honey Graham Cracker, orange juice, licorice, green apple, Sizzling Cinnamon, grape, blueberry, Buttered Popcorn, Toasted Marshmallow and Tutti Fruitti.[12] A "chocolate lovers" assortment was also made that included Chocolate Cappuccino, Chocolate Caramel, Chocolate Coconut, Chocolate Fudge Brownie and Chocolate Vanilla.[13]

Fruit Gems

Jelly Belly now also makes Fruit Gems under license from Sunkist.[14] Sunkist-branded Jelly Bellys are also available and come in citrus flavours that include lemon, orange, grapefruit, lime, and tangerine.

Jells and Fruit Sours

The Fruit Sour balls come in grape, cherry, orange, lemon, and apple. They have a jell center, soft panned shell and each have a "sour" flavor. Each ball is about the size of an old fashioned gumball. In addition the company makes Raspberries & Blackberries, Champagne Bubbles, pectin jells and Jelly Belly Fruit Snacks.

Jelly Belly Gourmet Soda

Jelly Belly Gourmet Soda is a gourmet soda line that was introduced with WIT beverages in October 2009.[15] Made with cane sugar and containing 90 calories per bottle, the new line has nine flavors, including: Lemon Drop, Sour Cherry, Blueberry, Green Apple, Crushed Pineapple, Tangerine, Juicy Pear, Strawberry, and Very Cherry.

Jelly Belly Sunkist Citrus Mix

Jelly Belly Sunkist° Citrus Mix is made up of five citrus fruit flavours including lemon, lime, tangerine, orange, and pink grapefruit sold bearing the [Sunkist] brand name:)

Jelly Belly Cocktail Classics

In 2010, Jelly Belly launched Cocktail Classics. These were jellybeans flavored after popular cocktail drinks, but without the alcohol content. There were five flavors, three of which were existing flavors, including: Mojito, Pomegranate Cosmo, Peach Bellini, Margarita, Piña Colada, and Strawberry Daiquiri.

Gummi Bears. Gummi Worms and Cinnamon Bears

Jelly Belly was the first US company to make a gummi bear in the 1970s. Prior to that gummi bears were imported from European confectioners. Jelly Belly also produces sugar-coated hot cinnamon candies in the shape of gummi bears, a line of gummi and sour gummi worms, and large novelty gummies in the shapes of crocodiles, dinosaurs, rats, and tarantulas.[citation needed]

Discontinued flavors


Entrance to the Jelly Belly Factory Tour

The company operates two manufacturing plants in Fairfield, Calif., and in North Chicago, Ill. A third facility is a distribution center in Pleasant Prairie, Wis., which offers public tours.

The Jelly Belly Factory in Fairfield, California, has daily tours and was named "Best Factory Tour in America" by a 2005 Reader's Digest article. The tours, which are free for anyone, take visitors along suspended walkways over the rooms where the candy is manufactured, stopping them from time to time to watch video segments about what is going on below. Free samples are distributed afterward. Visitors can also purchase bags of Belly Flops, imperfect jelly beans that didn't quite make it to specification. A feature of the tour are several portraits made entirely of Jelly Belly jelly beans, including U.S. presidents Ronald Reagan, George H. W. Bush, Abraham Lincoln, George Washington, and former California Governor Arnold Schwarzenegger. [16][17]

Another public tour in Pleasant Prairie, Wisconsin, operates daily and takes visitors on an indoor electric train ride through the facility to learn how candy is made, see retired manufacturing equipment and watch shipping.

Jelly Belly Factory picture gallery


Jelly Belly's major competitors include Farley's & Sathers, Hershey's Jolly Rancher brand, Brachs, Mars, Inc


  1. ^ Kate Murphy, "Not Just Another Jelly Bean", New York Times, June 26, 2008.
  2. ^ a b c About Jelly Belly
  3. ^ a b Jelly Belly Candy Co. | SCORE
  4. ^ Michael Elkin, "Bean There, Done That", The Jewish Exponent, December 9, 2010.
  5. ^ German American Corner: The Goelitz Family: Candy Corn & Jelly Belly
  6. ^ [1] Chocolate Trading Company
  7. ^ Abrams, Debbie (2011-03-10). "Review: Candy Man, the Documentary about Jelly Bellies". Frisco Kids. Retrieved 2011-06-22. 
  8. ^ Knoll, Corina. "Column One: Jelly Belly creator sour over lost legacy but sees sweet future".,0,2276459.story. Retrieved 2011-06-22. 
  9. ^ Shop Product Candy
  10. ^ "Jelly Belly Candy Gourmet Confectionery Now OU Kosher"
  11. ^ a b SportBeans
  12. ^ "JBz. (Candy Product Update). | Food & Beverage > Food Industry from". Retrieved 2011-06-22. 
  13. ^ "Jelly Belly JBz Chocolates: 10LB Case". Retrieved 2011-06-22. 
  14. ^ "Jelly Belly Fruit Gems Candy". 
  15. ^ "Jelly Belly Signs WIT Beverages for Soda Line". May 6, 2009. 
  16. ^
  17. ^ Jelly Belly company representative

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