- Jelly Belly is going where it hasn't gone before, but where much of the food industry has — USDA-certified organic, according to a news release.
- The candy company will be releasing Organic Jelly Beans — 10 assorted and five sour flavors — and Organic Fruit Flavored Snacks.
- The ingredients are also non-GMO and include natural colors and flavors.
Jelly Belly has followed the organic trend and is aiming to reach more consumers as the demand for organic food has grown. The Organic Trade Association said yearly organic product sales were $39.1 billion in 2014.
Out of any food industry sector, candy — worth $35 billion in the U.S. — is the most immune to criticism when compared to other processed foods, since it's already seen as a treat. That's not to say, however, that the industry has been avoiding efforts to improve its product positioning and transparency.
Nestle made a pledge last year to only use natural colors and flavors in its chocolate candy. Hershey is aiming for more transparency and promoting simpler ingredients and debuted Kisses and milk chocolate bars without artificial flavors for the holidays while also tapping into the premium chocolate market.
This may be Jelly Belly's first foray into organic candy, though it's not the only organic candy company. Earlier this year, Wholesome Sweeteners announced its acquisition of organic candy maker TruSweets.