US brand Jelly Belly is all set to return to UK stores with a new flavour range as supplier Fox’s Burton Companies (FBC) said it is targeting the “growing demand for premium, flavour-led sugar confectionery.”
FBC has been named as a UK distribution partner for the iconic American gourmet jellybean brand and it plans full nationwide grocery rollout, it added.
Available from this week, the range will include four SKUs - a Signature 10 Collection, Recipe Collection, Tropical Paradise Collection and Farmers’ Market Collection, bringing Jelly Belly’s distinctive flavour-led proposition to shelves in a new premium sharing format.
The move to distribute Jelly Belly across major UK multiples and the impulse sector capitalises on an existing 86% brand awareness among UK shoppers, with purchase intent doubling among consumers who go on to try the product, FBC explained.
Previously available primarily through specialist confectionery stores, online and department stores, the move into wider retail will significantly increase the brand’s accessibility, creating an “exciting opportunity for retailers to convert existing recognition into trial and sales.”
The new range launches with a premium, resealable pouch format, designed to deliver stand-out on shelf and capitalise on sharing occasions.
Leading with the new tagline, Bean Appétit, the new range brings Jelly Belly’s long-standing legacy of gourmet flavour innovation to life, encouraging shoppers to ‘Explore the Art of Flavour’ through the four distinctive SKUs.
Jo Harwood, chief sales and trade marketing officer, said: “Being named as UK distribution partner for Jelly Belly is a significant move for FBC. It’s a brand with genuine global fame and huge existing UK awareness, but no UK-wide grocery presence to match.
“We think shoppers are going to love discovering it properly for the first time with some exciting flavour combinations, and there’s huge opportunity for retailers to drive trial and incremental sales as a result.
“Unlike chocolate, we believe sugar confectionery is a massively under-premiumised market in the UK. Jelly Belly’s gourmet experience can unlock this potential, offering exciting trading up opportunities for retailers.”
FBC will back the launch with sampling at scale, putting the product directly in shoppers’ hands at Sainsbury’s from day one, alongside in-store activations to drive trial, awareness and overall category growth.
The 100g bags carry an RRP of £2.30, with a promotional price of £2, with further listings confirmed rolling out from October 2026 and into 2027.
A 28g format has also been launched to unlock impulse and wholesale channels.
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