The iconic US brand returns to major UK supermarkets with four new collections, as FBC targets growing demand for premium, flavour-led sugar confectionery.
Fox’s Burton’s Companies (FBC) has been named as a UK distribution partner for the newly refreshed Jelly Belly range, bringing the iconic American gourmet jellybean brand back into major UK Grocery, for a first full nationwide grocery rollout.
Launching initially in Sainsbury’s from 5 September, the range will include four SKUs: Signature 10 Collection, Recipe Collection, Tropical Paradise Collection and Farmers’ Market Collection, bringing Jelly Belly’s distinctive flavour-led proposition to supermarket shelves in a new premium sharing format.
The move to distribute Jelly belly across major UK multiples capitalises on an existing 86% brand awareness among UK shoppers1, with purchase intent doubling among consumers who go on to try the product2. Previously available primarily through specialist confectionery stores, online and department stores, the move into grocery will significantly increase the brand’s accessibility, creating an exciting opportunity for retailers to convert existing recognition into trial and sales.
The launch also comes as shoppers increasingly look beyond traditional chocolate for more distinctive confectionery treats. Sugar confectionery purchase frequency is growing 2.8% year on year,3 creating an opportunity for retailers to encourage shoppers to trade up through more premium, flavour-led propositions.
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 four distinctive SKUs:
- Signature 10 Collection offers Jelly Belly fans a mix of the most-loved flavours, like Strawberry, Blueberry and Very Cherry.
- Recipe Collection is crafted for creativity, inviting shoppers to mix delicious flavours into gourmet flavour creations that take just like the real thing – two Green Apple and one Hot Cinnamon combine to take just like apple pie.
- Tropical Paradise Collection transports the consumer to a beach paradise, with exotic tastes, like Piña Colada and Mango.
- Farmers’ Market Collection is inspired by the charm of farm-fresh fruit, delivering gourmet flavours such as Peach, Green Apple and Juicy Pear. This SKU will remain exclusive to Sainsbury’s.
Speaking on the announcement, Jo Harwood, Chief Sales and Trade Marketing Officer at FBC, 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 confectionery, 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.”
Known as “The Original Gourmet Jelly Bean”, Jelly Belly built its reputation being “Flavour experts since 1976” through an extensive and artisanal manufacturing process. Each bean takes between 7 and 21 days to craft, and flavours are infused into both the centre and the shell of each bean, using high-quality ingredients. Individual beans are then checked for shape quality, with only perfect beans approved, and then individually stamped with the distinctive Jelly Belly logo.
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 will RSP at £2.30 (promotional RSP £2), with further listings confirmed at Morrisons and Home Bargains rolling out from October 2026 and into 2027. A smaller 28g format has also been launched to unlock impulse and wholesale channels.
- NIQ Consumer Panel, GB Total Outlets, L52W w/e 09.08.25; Jelly Belly popularity & fame, YouGov
- NIQ Consumer Panel, GB Total Outlets, L52W w/e 09.08.25
- Worldpanel by Numerator, Usage, Current & YA, 52WE 17 06 26
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