Jelly Belly jelly beans were first created in 1976. The difference with Jelly Belly jelly beans was the flavour (authentic, unique and "Really, Really Real"); a regular jelly bean has a clear generic flavoured centre - with flavour and colour only in the shell, whereas Jelly Belly beans are made with natural ingredients whenever possible. Real milk chocolate, fruit purees, coffee, etc.

Jelly Belly represents flavour, colour and a feeling of fun. Jelly Belly jelly beans are an extraordinary treat that sweetens consumers' taste for life and only the finest ingredients are used to produce the brilliantly crafted candies.

Brand values: Fun, Fun and more Fun!, Original, Innovative, Engaging, Delicious, Creative, Colourful.

There are fifty official Jelly Belly flavours. Special flavours are also released every year - there are currently six 'rookie' flavours - which depending on their popularity, may or may not make it onto the official line up. The perennial favourite flavour is Very Cherry, with only Buttered Popcorn overtaking for a brief time in the 1990's, closely followed by Juicy Pear, Coconut, Cotton Candy, Tangerine, Licorice, Watermelon, Tutti Frutti and Cappucino.

The Jelly Belly taste experience is based on eating just one bean at a time, however, consumers can create more exotic flavour sensations by combining specific Jelly Belly flavours using the gourmet recipes included in the Jelly Belly packs.

TLC has worked in close collaboration with the Jelly Belly Candy Company to devise a distinct handwriting and design style for the Jelly Belly product range. Based on the key attributes of colour, shape and flavour, the innovative range of products includes apparel, home furnishings, toiletries, fragrance, kitchenware, gift accessories, crafts, publishing, plush toys and unique Jelly Belly flavoured food and beverage products.