If you haven’t already heard, it won’t be long before you do. The latest addition in the energy food arena is an energy candy created by the Jelly Belly Candy Company. Jelly Belly is calling their new addition “Sport Beans.” Sport Beans were introduced at the ALL CANDY EXPO in Chicago, June 14-16. Since then there has been quite the buzz about the new candy and its potential. The Sport Bean is geared towards athelets and fitness enthusiast.

Sport Beans come in the flavors or lemon lime and orange. They are larger than traditional sized jellybeans and contain 25 grams of carbohydrates, 20% of the daily value (DV) for Vitamins C and E, and 120mg of electrolytes to boost energy and prevent dehydration.

Jelly Belly Candy Company developed the new jellybean for portable power. "Today's active adults and teens are exercising harder than ever, and are looking for optimal performance at play and in competition. We've heard from marathon athletes for years about how they use Jelly Belly beans for the carbohydrates they need to sustain energy and finish a race, so we developed a fun candy with additional nutrients the body needs during exercise," said Pete Healy, vice president of marketing for Jelly Belly Candy Company.

"We felt there was an opening in the market for a non-bar, non-chocolate functional product," said Bill Kelley, Jelly Belly vice chairman. "This has the energy component, electrolytes and it tastes good.”

Bill Kelley, vice chairman of Jelly Belly Candy Co., shows off the company's new "Sport Beans" Wednesday, June 15, 2005, during the All Candy Expo at Chicago's McCormick Place.

Kirk Albers, team captain of the Jelly Belly/PoolGel pro cycling team currently in second place on the professional circuit, states, "At the end of a five-hour race over 150 miles, we need something to really pick it up and cross the line. Towards the end, when it's time to pour it on, the body doesn't have the energy storage, so a quick fuel food helps us finish well, Sport Beans taste better than the sports gels -- and there are no sticky handlebars after eating them!"

Sounds to good be to be true? A candy that gives you get extra energy, along with vitamins and other nutrients, well, like with other energy drinks, candy or bars, there are some concerns that people use them incorrectly. Basically, if you don’t exercise, you don’t need them.


"People need to realize if they haven't been sweating and need to replace electrolytes, you don't really need these products,” said Cynthia Sass a registered dietitian and spokeswoman for the American Dietetic Association. “The use of stimulants is an even greater concern because they can cause dangerous increases in a person's heart rate and blood pressure,” she added.


However, if you are active, and would like to try the new bean, then you can expect to find them in stores later this summer. The Jelly Belly Company says the Sport Beans will be available in 1-oz. single-serving packages. For additional information check out www.JellyBelly.com or call Jelly Belly Hotline at (800) 522-3267. For news and updates on the Jelly Belly/PoolGel team go to www.jellybellycycling.com.


 


 
© Melt Magazine 2005