Jelly Belly® continues spreading fun around the world through new gourmet soda partnership!

New York - June 2009. The Licensing Company adds a new gourmet soda partner to the growing family of official Jelly Belly licensees around the world.

Jelly Belly jelly beans are synonymous with amazing flavors, high quality and a whole lot of fun. The Licensing Company (TLC) has been collaborating with the Jelly Belly Candy Company since 2006, to devise a distinct range of licensed products based on the brand's key attributes of color, shape and flavor. Products include apparel, HBA, home fragrances, gift accessories, crafts, publishing and unique Jelly Belly bean-flavored food products. There is truly no candy licensing program in the world like that of Jelly Belly.

This group of licensees is now joined by the newest introduction to the Food and Beverage program, WIT Beverages, as they have confirmed their agreement to develop Jelly Belly gourmet soda. WIT Beverages is an innovative developer and manufacturer of soda, juices and flavored waters. The sodas will launch in the second half of 2009 with an assortment of popular Jelly Belly jelly bean flavors, sweetened with pure cane sugar. They will be available in a variety of retail channels including grocery, mass and specialty.

Since being appointed in 2006, TLC has built a program of over 53 licensees worldwide, who are currently retailing in over 25,000 stores, and generating retail sales in excess of $30 million. This figure is set to more than double over the next two years.

Vu Myers, Licensing Manager for Jelly Belly Candy Company added, "We enjoy seeing our brand interpreted into such fantastic product areas around the world, all with the Jelly Belly jelly bean DNA at their heart. It's amazing to consider that in such a short time we are able to capture peoples' imaginations with these products, and re-create what Jelly Belly Candy Company does best...making people smile."

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Notes for Editors:

• About Jelly Belly® Candy Company
  The family owned candy manufacturer has been in operation since 1898 and is currently run by the fourth and fifth generations of the candy empire. Known for decades for making candy corn, the creation of Jelly Belly® jelly beans in 1976 brought the company worldwide prominence after Ronald Reagan was seen eating them on the presidential campaign trail in 1980. Jelly Belly® beans were soon being given to international diplomats and became the first jelly bean in space when they were sent up with the space shuttle Challenger. The company currently makes 50 Official Flavors, the largest selection on the market, plus 100 other gourmet candies including gummies, chocolate covered treats, and seasonal sweets for the major holidays. Headquartered in Fairfield, California, the company operates three plants in Illinois, California and Thailand.

• About The Licensing Company Limited
  A global licensing agency that specializes in creating long-term significant brand extension programs for some of the world's top brands. The Licensing Company (TLC) was founded in London in 1996 with the goal of providing sensational results for its clients. Through its five strategically placed offices, New York, London, Tokyo, Munich and Paris, TLC currently boasts over 2,000 active licensing contracts, more than $2.3 billion in retail sales, 32,000 product lines and access to over 80% of the world's consumer marketplace. Among the world-class brands in TLC's North American portfolio are Jelly Belly, BIC, Lysol, Airwick, Woolite, Jim Beam, Kahlúa and Malibu Rum.