Jelly Belly Debuts New Look for the First Time in Decades
Jelly Belly is turning 50 this year and to celebrate, the brand is building on its longstanding legacy of "gourmet flavor innovation" with a new identity and several new flavor collections.
Twelve years after the release of its first beer-flavored jelly bean, the iconic candy company is debuting another first of true-to-life flavor series-all of which it hopes will have fans cheering, "bean appétit."
On Monday, Jelly Belly revealed it's brand glow-up-a first in decades-which includes a new look with more prominent Jelly Belly branding and five new curated collections filled with a wide range of fan-favorite flavors.
"Our ‘Bean Appétit' campaign marks the beginning of a new era for Jelly Belly, celebrating everything that makes the brand a cultural icon," Lauren Pezza, Jelly Belly global marketing director at Ferrara Candy Company, shared in a statement. "By leaning in to our Signature flavors with thoughtfully curated collections and a refreshed new look, we're evolving the brand to meet the preferences of younger consumers who crave 'wow' flavor experiences for every mood."
Jelly Belly Drops 5 New Curated Flavor Collections
Heading to stores nationwide are Jelly Belly's new Signature 10 assortment, Signature 20, Endless Summer, Farmstand Fruit and Tropical Paradise packs. The company didn't make any mention of updating any recipes, but suggested the new collections feature a new, never-before-seen mix of its original jelly bean flavors (of which there are 100 and counting).
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- Signature 10: The essential Jelly Belly icons featuring signature favorites like Very Cherry, Strawberry Jam, Tangerine, Sweet Peach, Lemon, Juicy Pear, Watermelon, Berry Blue, Wild Blackberry and Tutti Fruitti.
- Signature 20: An expanded collection of Signature 10 flavors, plus other Jelly Belly favorites like Sizzling Cinnamon, Orange Sherbet, Pink Grapefruit, Top Banana, Blueberry, Grape Soda, Cotton Candy, Buttered Popcorn, Vanilla Bean and Toasted Marshmallow.
- Endless Summer: Fruit-forward flavors to make you reach for your sunglasses and picnic basket, including Very Cherry, Watermelon, Cotton Candy, Orange Sherbet, Lemon Lime and Blue Raspberry.
- Farmstand Fruit: A farmer's market-inspired collection, including Watermelon, Strawberry Jam, Wild Blackberry, Juicy Pear, Sweet Peach and Red Apple.
- Tropical Paradise: An island getaway for your palate, including Pink Grapefruit, Piña Colada, Watermelon, Tangerine, Lemon Lime and Chili Mango.
So far, fans appear to appreciate the new look and variety packs, with many celebrating on social media.
"Obsessed with this," one Instagram user gushed.
"I want to try these," a second added.
"These are fabuloussssss" a third exclaimed.
Others sugested these new mixes offer the "perfect vibe" and will transport you to "paradise."
One more declared, "I'm all in!"
Those looking to get their hands on the new curated collections should be able to find them locally at their go-to grocer or major retailer (like Target or Walmart), or online via Amazon and the Jelly Belly website (prices may vary).
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This story was originally published May 4, 2026 at 3:49 PM.