Confectionery company Jelly Belly Candy is launching new Sport Beans, a jelly bean formulated to energize the body during exercise.

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The new jelly bean is being introduced for the first time at the All Candy Expo in Chicago, 14-16 June.


Sport Beans, made in Lemon Lime and Orange flavours, are larger, traditional-sized jelly beans. Each one-ounce serving contains 25 grams of carbohydrates, 20% of the daily value for Vitamins C and E, and 120mg of electrolytes to boost energy and prevent dehydration, the company said. The new jelly beans are positioned to appeal to competitive athletes, sports enthusiasts, and anyone looking for a fast, refreshing energy source. The new Sport Beans by Jelly Belly will compete in the $3.2bn energy category of sports drinks, sports gels, and energy bars, which have similar ingredients but do not allow for easy portion control.


“At the end of a five-hour race over 150 miles, we need something to really pick it up and cross the line,” said Kirk Albers, team captain of the Jelly Belly/PoolGel pro cycling team. “Towards the end, when it’s time to pour it on, the body doesn’t have the energy storage, so a quick fuel food helps us finish well. Sport Beans taste better than the sports gels — and there are no sticky handlebars after eating them”


Jelly Belly Candy Company developed the new jelly bean for portable power. “Today’s active adults and teens are exercising harder than ever, and are looking for optimal performance at play and in competition,” said Pete Healy, vice president of marketing for Jelly Belly Candy Company. “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.”

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Sport Beans by Jelly Belly are available in 1-oz. single-serving packages. They are expected to be in stores nationwide this summer.

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