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Jelly Belly’s BeanBoozled Fiery Five packs some heat


Jelly Belly is looking to add a dash of heat to its offerings.

The Fairfield, Calif.-based company unveiled its new BeanBoozled Fiery Five, which channel the flavors of sriracha, jalapeño, cayenne, habanero and Carolina reaper.

“The Jelly Belly way is to wow you with flavors,” Irena Miles, the director of research and development and quality assurance for Jelly Belly Candy, said. “So for Fiery Five, we knew it wouldn't be enough to just knock your socks off with the heat; the candy also has to taste like the actual pepper or sauce. Our goal was to capture the right flavor notes while simultaneously building an appropriate level of heat. “

Each bean is appropriately hot for its placement in the lineup, and due to consumers’ varying sensitivity to heat, the brand will place warnings on packages that recommend the product for only healthy individuals over the age of 13 years old, the company said.

“Fans know that BeanBoozled is a game of risk, but Fiery Five is a whole new take on the game,” Rob Swaigen, the vice president of global marketing for Jelly Belly, said. “Fiery Five is the next evolution of the BeanBoozled brand as it continues to push the boundaries of flavor and bravery. We want everyone to have a good time with BeanBoozled Fiery Five, but we recognize that some people may need to tap out as they move through the menu.”

Consumers can find Jelly Belly’s BeanBoozled Fiery Five in a variety of packages, including one with a spinner wheel in a special gift box that contains a random assortment of the flavors, a 1.6-oz. box and 1.9-oz. bag. In February a 3.36-oz. tin with a large spin wheel on the top will be available.

“The element of heat added a unique challenge for our flavor team to solve,” Luz Osbun, the research and development manager for Jelly Belly Candy, said. “We had to consider not only how to balance the vegetative notes in the flavor with the heat, but also how that heat presents itself and builds over time. Jalapeño has a sharp build and a quick fade, while Carolina Reaper builds quickly and stays hot for a while after. Our jelly bean versions for Fiery Five had to act like the real thing.”

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