Despicable jelly beans

Despicable Me Jelly Belly range

JELLY Belly has added an extra bit of yellow to its BeanBoozled packs thanks to a new licence partnership with Universal Pictures’ Despicable Me franchise.

The new deal sees the film’s popular Minion characters appearing across Jelly Belly’s BeanBoozled range.

The Minions’ mischievous persona ties in with the BeanBoozled range’s ‘trick or treat’ mechanic which pairs classic Jelly Belly jelly bean flavours with strange tasting lookalikes.

Since the brand was launched, Jelly Belly reckons it has generated 2.5m separate uploads to YouTube as consumers share their experiences gambling on a trick flavour or a treat.

Tony Alfano of Best Imports, UK importer of Jelly Belly jelly beans said: “We still can’t quite believe how this phenomenon has taken off, but from a manufacturing and marketing perspective, BeanBoozled is pure genius and has hit the funny bone of pretty well everyone.”

Bean Boozled is available in a 45g flip top box, 54g bag and 95g spinner tin with a spin wheel.