SCOTLAND may have enjoyed some freakishly warm weather in the early summer but for Jelly Belly, attention is already turning to Halloween as the firm eyes up autumn’s major confectionery opportunity.
And thanks to an ongoing licence partnership with Universal Pictures’ Despicable Me franchise, Jelly Belly reckons it’s well positioned to capitalise on Halloween with a little help from some yellow friends.
The mischievous Minions now appear on packs across Jelly Belly’s BeanBoozled range which makes use of a ‘trick or treat’ mechanic, comprising 20 flavours, ten classic Jelly Belly jelly bean flavours,and ten strange tasting lookalikes.
Jelly Belly BeanBoozled is available in a 45g flip top box, 54g bag and 95g spinner tin with a spin wheel.
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.”