SCaN: July 2005 Archives

New Jelly Belly Sport Beans, in Lemon-Lime and Orange flavors, contain electrolytes, vitamins C and E, and of course, all the refined carbohydrates you've come to expect from jelly beans.

Apparently, they're marketing them in association with the professional cycling team they sponsor, which makes a certain amount of sense. Pro cyclists eat all kinds of weird (read: gross) stuff on their bike to replenish lost calories and minerals.

Jelly Belly's VP of marketing poses it as a natural extension of how endurance athletes were already "using" Jelly Bellies: "Today's active adults and teens are exercising harder than ever, and are looking for optimal performance at play and in competition. We've heard from marathon athletes for years about how they use Jelly Belly beans for the carbohydrates they need to sustain energy and finish a race, so we developed a fun candy with additional nutrients the body needs during exercise."