Jelly Belly has added another flavor to their collection, beer. While thousands are excited to try the new flavor, parents are outraged by it, saying it will encourage kids to try alcohol and could even trigger a relapse for recovering alcoholics.
Beer has been a highly-requested flavor by consumers for decades, Jelly Belly states on their website. Jelly Belly is known as much for flavor innovation as perfection. They say the research and development team wanted to get it just right before announcing the new flavor to the world.
“This took about three years to perfect,” says Ambrose Lee, research and development manager for Jelly Belly Candy Company. “The recipe includes top secret ingredients, but I can tell you it contains no alcohol.”
The jelly bean tastes like a Hefeweizen-inspired ale, according to Jelly Belly’s website. The effervescent and crisp flavor is packed in a golden jelly bean. Beer connoisseurs will find the flavor profile to be clean with notes of wheat and a touch of sweetness. The aroma is mildly bready. While Draft Beer packs a flavor punch, it is alcohol free, states Jelly Belly.
“First, we tried to work on matching the hops. Then we worked on the yeast flavor,” said Ambrose Lee, Jelly Belly’s research and development manager, in a video on the company’s website.
“Anyone who enjoys a good, cold beer will enjoy Draft Beer Jelly Belly beans for the simple fact that it tastes just as you’d imagine,” says Rob Swaigen, vice president of marketing for Jelly Belly Candy Company.
Jelly Belly has been developing drink-inspired flavors since the late 1970s, according to Jeff Brown, Jelly Belly’s vice president of operations and distribution.
“We started with the Piña Colada and Mai Tai, and now we are very proud to add Draft Beer to that line,” Brown said.
The Mai Tai flavor debuted in 1977. Jelly Belly has also developed and sold drink-inspired flavors like Blackberry Brandy, Strawberry Daiquiri, Piña Colada, Margarita, and Mojito.
The flavor innovation doesn’t stop with the Beer Jelly Belly bean flavor itself. Combining Draft Beer with other Jelly Belly bean flavors create “beer cocktail” flavors, a beverage trend among craft beer connoisseurs, including The Beeroness blog:
2 Draft Beer + 1 Peach = Beer Sangria
2 Draft Beer + 1 Red Apple = Beer cider
2 Draft Beer + 1 Lemon Lime + 1 TABASCO® = Michelada
Draft Beer Jelly Belly – World’s first beer flavor jelly beans!
Three years in the making, Jelly Belly launches Draft Beer Jelly Belly jelly beans. The world’s first beer flavor jelly bean is inspired by hefeweizen ale with an effervescent, clean, crisp and wheaty taste.