Brand analysis

Brand Analysis

Jelly Belly produce gourmet candy to a high quality offering a variety of flavours. They have a long history and are proud of their small start as a family owned American business.

History and important developments

1869 Gustav Goelitz opens a candy business in Belleville, Illinois at age 24

1894 His son continues in his father footsteps making it a family tradition

Around 1898 they specialised in candy corn and royal buttercreams

Survived through the world wars by producing mint wafers to allow them to continue production with the sugar rationing

1960’s the forth generation began to produce other candy such as tangerine slices, spice drops and the jelly bean.

1965 there was a breakthrough made in mini jelly beans where they infused flavour with the centre

1966 became popular with Californian governor Ronald Regan

1976 8 flavours were developed, this range continued to grow and still does

Name became stamped on every jelly bean in 1996

200 became involved with harry potter producing odd flavours for berie bott’s every flavoured beans showing their experimental side

Was renamed to Jelly Belly after being known by the Goelitz family name

Previous mascot was a jelly bean so new mascot much be different