Jelly Belly extends portfolio with ‘mixed emotions’ collection

Confectionery brand Jelly Belly has unveiled a new mixed emotions collection which sees each flavour paired with an emotion. 

The range consists of: ‘happy’ with a flavour of lemon; sour apple-flavoured ‘playful’; ‘angry’ with a flavour of hot cinnamon; ‘sad’, which tastes like berries; and ‘love’, which is represented by the taste of bubblegum.

Rob Swaigen, vice president of global marketing for Jelly Belly, said: “We’ve toyed with connecting feelings and flavours in various ways in the past. Emojis are a big part of how we communicate with each other through text, social media and in email, and their popularity gave new life to this idea.”

The mixed emotions collection will be available in a 28g sized bag for snacking or a 60g sharing pouch across major supermarkets in the UK.