By drawing on Jelly Belly's 'stand-out' flavors, the company believes it can offer a parallel flavor punch that other seltzer brands lack.
The Jelly Belly Sparkling Waters have launched in French Vanilla, Lemon Lime, Orange Sherbet, Piña Colada, Pink Grapefruit, Tangerine, Very Cherry and Watermelon flavors. They contain no added sugar, sweeteners, sodium or calories.
From confectionery to beverages
Three brothers from the sixth generation of the Joffer family founded the new beverage company in 2019, running it as a separate business entity. Justin, Ben and Stephen were joined by their relatives Andy and Becky Joffer in bringing the drinks to life.
The inspiration, says Stephen, came from a Mother's Day gathering of the Jelly Belly family: when he found himself wondering why popular sparkling water brands did not deliver the stand-out flavor he wanted. The lightbulb moment was when his father suggested: 'Why not our own Jelly Belly flavors?'
Justin Joffer left his product development position at Jelly Belly to start the beverage company with his brothers. He described the new drink venture as ‘very similar’ to launching a new candy item, from conception to completion. Sparkling waters, however, are much simpler to create from a formulation standpoint as they only contain two ingredients: carbonated water and natural flavor, he added.
The drinks begin rolling out to Hy-Vee grocery stores this month, and will also be available on the Jelly Belly website. The drinks have a suggested retail price of $4.99 - $5.99 for a carton of eight 12-ounce cans.
“The Jelly Belly brand promises fun, flavor and quality – characteristics that we believe sparkling water drinkers are looking for – and our product delivers perfectly on that promise,” said Ben Joffer.
“We believe that consumers are looking for flavor, variety and choices when it comes to sparkling water – all of which the Jelly Belly brand promises," added Stephen Joffer. "The licensing agreement with Jelly Belly allows us to bring excitement to the sparkling water category through unique and intense flavor experiences.”
They are confident that the well-known Jelly Belly branding will appeal to consumers who have been familiar with their candy since 1898. The drinks are positioned as a healthy option and alternative to sugary sodas, differing from the perception of indulgent candy.
The eight beverage flavors are pulled from Jelly Belly’s 50 official jelly bean flavors. Right now the Joffer Beverage Company is only licensed for the Sparkling Water drinks, and they said they are looking forward to developing more flavor options as the brand grows.