In a new licensing agreement, Joffer Beverage Co. is bringing the flavors of Jelly Belly jelly bean candies to flavored sparkling water.
The launch will include eight varieties: French Vanilla, Lemon Lime, Orange Sherbet, Piña Colada, Pink Grapefruit, Tangerine, Very Cherry and Watermelon. Each flavor has two ingredients: carbonated water and natural flavors with no calories, sugar or sweeteners.
Jelly Belly Candy Co. is a seventh-generation family business. The inspiration for Jelly Belly Sparkling Water came at a Mother’s Day party.
“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,’” recalled Stephen Joffer, a co-founder of Joffer Beverage Co. “The lightbulb came on when my dad suggested, ‘Why not our own Jelly Belly flavors? We are known for flavor innovation after all.’”
From there, family members banded together to start Joffer Beverage Co. They included three sixth-generation brothers—Justin, Ben and Stephen Joffer—and two fifth-generation members, Andy and Becky Joffer.
“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., which is based in Jacksonville, Oregon. “We want to bring excitement to the sparkling water category through unique and intense flavor experiences.”
With more than 100 Jelly Belly flavors to choose from, the team is looking forward to developing more options as the brand grows.
The initial product launch is set for late January at Hy-Vee stores, a chain that has more than 265 retail stores across eight Midwestern states. Jelly Belly Sparkling Water will be available in cartons of eight 12-oz. cans and soon will be offered online at jellybelly.com.
