Do you dare play I
as Jelly Belly BeanBoozled. In case you are one of the minority species that has not yet been introduced to the madness, BeanBoozled is a kind of Candy Russian Roulette. There are 16 flavours of jelly beans. 8 taste wonderful and 8 are weird. Actually, the wacky ones are awful. But when you pick one of these shiny innocent looking beans up, it is impossible to know what you’re about to taste. Is it, for example the much loved Tutti Fruitti or is it Stinky Socks? Could this be yummy Peach or (I kid you not) the Vomit flavour bean ? If you find this hard to comprehend,
n all the years (30 and counting) that I have been involved with confectionery, never – NEVER have I seen a phenomenon such
it may be an even greater surprise to learn that last year sales growth of BeanBoozled was over 300%. At one point, we couldn’t keep up with demand in the UK. I remember when Herm Rowland,
the Chair of Jelly Belly Candy Co, first told me about the company project to create strange flavoured jelly beans. It was about 2005 and he had been approached by Warner Bros who needed a manufacturer for Harry Potter’s Bertie Bott’s Every Flavour Beans. Jelly Belly created beans called (and tasting like) Sausage, Dirt, Earthworm and Soap. My first reaction was that I didn’t think they would fly. My opinion was irrelevant however as at the time, JK Rowling had told Warner Bros she didn’t want the Harry Potter beans merchandised in the UK. History doesn’t relate her reasons but maybe she too had her doubts, and didn’t want to be accosted on the High Street by angry mother’s demanding an explanation for promoting yukky sweets to kids. Fast forward to 2007 and it was
clear that the concept of outlandish tasting beans was now rooted in the psyche of the under 10s. Herm Rowland – forever interested in anything that can be construed as “fun” was intrigued. What would
Roulet Rusiane
happen, he wondered, if people didn’t know what flavoured bean they were going to taste because the good bean and the gag bean looked identical ? And so BeanBoozled was created. It ticked along beautifully and was indeed a good laugh - but not a core line. Novelty seldom is in confectionery. Until something happened last year. That “something” was YouTube. All about the same time, a few online celebrities – big time “vloggers” - made videos of themselves taking the BeanBoozled Challenge. They cheerfully wound themselves up and spat into bowls when they got a bad one and beamed with joy when they chose Juicy Pear instead of Booger. They created tension, fear, excitement and endless laughter. This was something anyone could do for a good time. Furthermore, they could capture it on video and have their own special place on YouTube. Suddenly teens, young adults, parents and kids, the cool, the hip and the curious were all playing BeanBoozled. At the last count there are 1.8 million videos uploaded of people taking the BeanBoozled Challenge. Some videos have several million hits. This is the definition of viral and not the sort of global traction that can be bought. Jelly Belly Candy Co caught its breath and watched the whole crazy
with your taste buds?
TONY ALFANO, MANAGING DIRECTOR OF BEST IMPORTS TELL US THE STORY BEHIND THE JELLY BELLY BEAN-BOOZLED PHENOMENON.
thing unfold while they tried to keep up with demand. I may be biased (and have not of course watched them all) but the UK videos strike me as the funniest and the best. It’s as if BeanBoozled has tickled the funny bone of the British prankster in us all and is the joke that keeps on being funny no matter how many times it is told. Independent retailers “got it”
straight away – probably because they are at the counter and hear the endless stream of enquiries. The clever ones stocked up and ordered big ahead of Halloween, Christmas and April Fool’s Day. But this is a year-round marvel that shows no sign of abating. No one needs an excuse to take the BeanBoozled Challenge, they just need the chance. Jelly Belly have devised a clever Spinner Game for BeanBoozled as well as a Mystery Dispenser – both of which jack up the anticipation and excitement. There is also a 45g box and 54g bag. BeanBoozled is here for the foreseeable future. It is a work of marketing and manufacturing genius - these flavours are REAL – and so is the fun. The sales are even better! l
Tony Alfano is Managing Director of Best Imports. Tel: 01727 829010.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44