The big news in candy land is that JellyBelly has a new beer-flavored jelly bean. Which sure, is news, but only because we can’t believe it took this long. Because we Americans, when we like something, like cheese or bacon or beer? We just love bending it to our will and turning it into new foods. So beer candy? Yep, about time.
The company says it took some thinking to settle on which exact kind of beer to build a flavor on, finally deciding on a Hefeweizen-inspired ale flavor for its Draft Beer Jelly Belly jelly beans.
The new flavor as unleashed at the Winter Fancy Food Show in San Francisco this week and ISM in Cologne, Germany.
So why the wait, Jelly Belly or any other company that would decide to take on beer and candy? The company says they didn’t want to mess anything up for the rest of us.
“This took about three years to perfect,” says Ambrose Lee, research and development manager for Jelly Belly Candy Company. “The recipe includes top secret ingredients, but I can tell you it contains no alcohol.”
Instead, the “effervescent and crisp flavor is packed in a golden jelly bean with an iridescent finish.” So it tastes like beer, with a mildly bready aroma and a flavor profile that might remind you of beer, but it’s safe for anyone of any age to eat.
“Anyone who enjoys a good, cold beer will enjoy Draft Beer Jelly Belly beans for the simple fact that it tastes just as you’d imagine,” says Rob Swaigen, vice president of marketing for Jelly Belly Candy Company.
Except for the cold and liquidy and actual beer part, but hey, that’s what beer is for.