National Jelly Bean Day: Your Guide to Jelly Belly in the UK
Jelly beans have been around since the 1860s, but one brand turned them from a simple sweet into a global phenomenon. Jelly Belly — the company that proved a jelly bean could taste like a buttered popcorn, a ripe mango, or a rotten egg — has been the world’s most famous jelly bean maker since 1976.
22 April is National Jelly Bean Day, and it’s the perfect time to take a closer look at what makes Jelly Belly different, what’s available in the UK, and why they’re such a reliable product for retailers.
What made them different was the flavouring process. Traditional jelly beans only have flavour in the outer shell. Jelly Belly beans are flavoured all the way through — the centre tastes the same as the coating. This sounds like a small detail, but it completely changes the eating experience. Every bite delivers full-strength flavour rather than a sweet crunch followed by bland jelly.
The brand got its biggest boost when it became known that Jelly Belly was US President Ronald Reagan’s favourite candy. Reagan kept a jar on his desk in the Oval Office and served them at his inauguration in 1981. Three and a half tons of Jelly Belly beans were shipped to the White House for the occasion. That presidential endorsement put Jelly Belly on the map globally.
Today, the Jelly Belly Candy Company produces over 100 flavours and sells billions of beans every year. The brand is instantly recognisable worldwide.
Peg Bags (70g–100g) — Hang-sell bags ideal for clip strips and impulse racks. Multiple flavour assortments let you offer variety at a low price point.
Gift Boxes (125g–250g) — Presented in branded boxes, these work for gifting occasions including Easter, birthdays, and Christmas. The Bean Boozled Spinner Box sits in this category.
Bulk and Sharing — Larger bags and tubs for sharing occasions, parties, and pick and mix operations.
Wide appeal. Jelly Belly appeals to children (Bean Boozled, bright colours), adults (sophisticated flavours, nostalgia), and gift buyers (attractive packaging, brand trust). Few candy products span all three audiences this effectively.
Year-round plus seasonal peaks. Jelly Belly sells steadily all year but peaks at Easter (jelly beans are synonymous with Easter baskets in America), Christmas, and any time Bean Boozled trends on social media. See our seasonal calendar for key dates.
Cross-selling potential. Jelly Belly customers often browse the wider American candy range. Position them near Nerds, Reese’s, and Sour Patch Kids to encourage multi-item purchases.
22 April is National Jelly Bean Day, and it’s the perfect time to take a closer look at what makes Jelly Belly different, what’s available in the UK, and why they’re such a reliable product for retailers.
A Brief History of Jelly Belly
The Jelly Belly story starts in 1869, when a German immigrant named Gustav Goelitz started a candy company in Belleville, Illinois. The company made a range of confections for over a century before launching the first Jelly Belly jelly beans in 1976.What made them different was the flavouring process. Traditional jelly beans only have flavour in the outer shell. Jelly Belly beans are flavoured all the way through — the centre tastes the same as the coating. This sounds like a small detail, but it completely changes the eating experience. Every bite delivers full-strength flavour rather than a sweet crunch followed by bland jelly.
The brand got its biggest boost when it became known that Jelly Belly was US President Ronald Reagan’s favourite candy. Reagan kept a jar on his desk in the Oval Office and served them at his inauguration in 1981. Three and a half tons of Jelly Belly beans were shipped to the White House for the occasion. That presidential endorsement put Jelly Belly on the map globally.
Today, the Jelly Belly Candy Company produces over 100 flavours and sells billions of beans every year. The brand is instantly recognisable worldwide.
Jelly Belly Flavours Available in the UK
Classic Flavours
The core Jelly Belly range covers familiar fruit flavours done exceptionally well: Very Cherry (the all-time best seller), Blueberry, Tangerine, Lemon, Green Apple, Grape, Watermelon, Strawberry Jam, and Coconut. Each one is intensely flavoured and true to its name.American Originals
This is where Jelly Belly gets interesting. Flavours like Buttered Popcorn, Toasted Marshmallow, Dr Pepper, Root Beer, Bubble Gum, Cotton Candy, and Liquorice are uniquely American and genuinely novelty for UK customers. Buttered Popcorn in particular tends to divide opinion — people either love it or find it bizarre — which makes it a great conversation starter and social media moment.Sour Jelly Belly
The sour range includes Sour Cherry, Sour Lemon, Sour Orange, Sour Apple, and Sour Grape. They have the same high-quality flavour as the standard range but with an added sour kick that taps into the ongoing sour candy trend.Bean Boozled
Bean Boozled is Jelly Belly’s genius marketing move. Each box contains pairs of beans that look identical but taste completely different — one delicious, one disgusting. Is the white bean Coconut or Spoilt Milk? Is the brown one Chocolate Pudding or Canned Dog Food? The game element makes Bean Boozled one of the best-selling novelty candy products in the world. It’s a staple of YouTube and TikTok challenge videos, and the Spinner Gift Box format (which includes a spinning wheel to determine which bean you eat) is a proven bestseller. Check our Jelly Belly range for current stock.Formats and Pack Sizes
Jelly Belly comes in several formats, each suited to different retail contexts.Peg Bags (70g–100g) — Hang-sell bags ideal for clip strips and impulse racks. Multiple flavour assortments let you offer variety at a low price point.
Gift Boxes (125g–250g) — Presented in branded boxes, these work for gifting occasions including Easter, birthdays, and Christmas. The Bean Boozled Spinner Box sits in this category.
Bulk and Sharing — Larger bags and tubs for sharing occasions, parties, and pick and mix operations.
Why Jelly Belly Works for Retailers
Strong brand recognition. Customers know Jelly Belly by name. The brand has been around long enough and marketed well enough that it sells itself on the shelf.Wide appeal. Jelly Belly appeals to children (Bean Boozled, bright colours), adults (sophisticated flavours, nostalgia), and gift buyers (attractive packaging, brand trust). Few candy products span all three audiences this effectively.
Year-round plus seasonal peaks. Jelly Belly sells steadily all year but peaks at Easter (jelly beans are synonymous with Easter baskets in America), Christmas, and any time Bean Boozled trends on social media. See our seasonal calendar for key dates.
Cross-selling potential. Jelly Belly customers often browse the wider American candy range. Position them near Nerds, Reese’s, and Sour Patch Kids to encourage multi-item purchases.
