JACKSONVILLE, ORE. — Joffer Beverage Co. is ushering the flavors of Jelly Belly Candy Co. jellybeans into a new format: flavored sparkling water.
Made with carbonated water and natural flavors, the beverages contain zero sugar, zero calories and zero sweeteners. As a nod to Jelly Belly’s history of unveiling eight inaugural jellybean flavors in 1976, the initial launch of Jelly Belly Sparkling Water will include eight flavors: French vanilla, pink grapefruit, lemon lime, orange sherbet, Very Cherry, Piña Colada, watermelon and tangerine.
The inspiration for the new beverages came from a party where members of the Jelly Belly Candy Co. family gathered to celebrate, said Stephen Joffer, co-founder of Joffer Beverage Co.
“We were on the back patio, drinking a couple of the more popular sparkling water brands, when I said out loud, ‘If only someone could nail a sparkling water with really stand-out flavors,’” Mr. Joffer said. “The lightbulb came on when my dad suggested, ‘Why not our own Jelly Belly flavors? We are known for flavor innovation after all.’”
After that, five Jelly Belly family members joined to start Joffer Beverage Co., including three sixth-generation brothers — Justin, Ben and Stephen Joffer — and two fifth-generation members, Andy and Becky Joffer, sister to Jelly Belly chief executive officer Lisa Brasher.
“The Jelly Belly brand promises fun, flavor and quality — characteristics that we believe sparkling water drinkers are looking for — and our product delivers perfectly on that promise,” said Justin Joffer, a co-founder of Joffer Beverage Co. “We want to bring excitement to the sparkling water category through unique and intense flavor experiences.”
Jelly Belly Sparkling Water will first debut in Hy-Vee stores in cartons of eight 12-oz cans. The drinks also will be available online soon, Joffer Beverage Co. said, and a wider launch and range of flavors is in the works.
“With over 100 Jelly Belly flavors to choose from, the team is looking forward to developing many more flavor options as the brand grows,” the company said. “Something new is always around the bend.”