Makers of Jelly Belly Look to Cash in On Sparkling Water Trend

Makers of Jelly Belly Look to Cash in On Sparkling Water Trend

Hundreds of Jelly Belly's to choose from, and eight flavors are now sparkling water choices.

Joffer Beverage Company, a business that started in 2019 by the members of the candy-making family Jelly Belly, decided to develop a new line of drinks. Last Friday, they announced that they will be introducing eight fresh and fun varieties of sparkling water that taste like eight of their popular Jelly Belly flavors.

The sparking water will include two ingredients: carbonated water and natural flavor. This includes zero sugar, zero calories and zero sweeteners. The eight unique flavors include French vanilla, lemon lime, orange sherbet, pina colada, pink grapefruit, tangerine, very cherry and watermelon.

Jelly Belly Sparkling Water
Jelly Belly Sparkling Water in eight different flavors.

This is a unique development from the brand, and they have an interesting story to share about the product’s conception. Jelly Belly is a seventh-generation family business. On Mother’s Day the family had a gathering to celebrate the occasion.

“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 Company. “The lightbulb came on when my dad suggested, ‘Why not our own Jelly Belly flavors? We are known for flavor innovation after all.'”

That is where the journey of producing this line of beverages started. With over 100 different Jelly Belly flavors to choose from, the company has decided to start with these eight in hopes of growing their brand in the future and developing more Jelly Belly-flavored sparkling water.

“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…We want to bring excitement to the sparkling water category through unique and intense flavor experiences,” said Justin Joffer, a co-founder of Joffer Beverage Company.

The Joffer Beverage Company was started by three sixth-generation brothers, Justin, Ben and Stephen Joffer. Two fifth-generation family members, Andy and Becky Joffer, joined the venture as well.

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In late 2019, Coca-Cola also introduced their AHA sparkling water brand that includes a variety of different flavor combinations. The flavored sparkling water category is part of a growing market. Aga Jarzabek, research associate at Euromonitor international said that “flavored and carbonated waters as a category are very reflective of modern trends.”

“Flavored waters and carbonated flavored waters are definitely used as an alternative to other soft drinks by a lot of their consumers,” agrees Jarzabek. “Flavored water is more interesting than plain water but also allows consumers to avoid the added sugars and calories present in other carbonates and juices.”

Jelly Belly sparkling water will be available in Hy-Vee stores this week, and will also be available online at www.jellybelly.com