Stephen Joffer, a sixth-generation member of the Jelly Belly family and nephew of Jelly Belly CEO Lisa Rowland Brasher, said inspiration for the idea came at a Mother’s Day gathering.
“We were on the back patio, drinking a couple of popular sparkling water brands, when I said out loud, ‘If only someone could nail a sparkling water with really stand-out flavors,’” he said. “The lightbulb came on when my dad suggested, ‘Why not our own Jelly Belly flavors? We are known for rich flavors after all.’” Thus, Joffer Beverage Co. was born.
The line will feature eight flavors: French Vanilla, Lemon Lime, Orange Sherbet, Piña Colada, Pink Grapefruit, Tangerine, Very Cherry and Watermelon. Each is made with carbonated water and natural flavoring — no sweeteners, no sugar and no sodium.
The sparkling beverage category has exploded in recent years. Citing data from IRI, Candy Industry sister publication Beverage Industry Magazine reported the seltzer, sparkling and mineral water category brought in $3.13 billion in the year ending Aug. 11, 2019, up 13 percent from the year before.
The suggested retail price of Jelly Belly Sparkling Water is $4.99-$5.99 for eight 12-oz. cans. The product will begin rolling out onto Hy-Vee shelves next week and will soon be available at JellyBelly.com.