Jelly Belly presents fans with new BeanBoozled Flaming Five Challenge

Jelly Belly presents fans with new BeanBoozled Flaming Five Challenge

The Jelly Belly Candy Company is releasing the BeanBoozled Flaming Five, a new line of progressively hotter Jelly Belly jelly bean flavours, challenging spicy food lovers to see how hot they can handle their confectionery.

Available from June, BeanBoozled Flaming Five comes in flavours of sriracha, jalapeño, cayenne, habanero and Carolina Reaper. Each flavour is appropriately hot for its placement in the new progressively spicy line up, from mild sriracha leaving tasters with a light burn similar to the sauce, to Carolina Reaper packing a major punch. Through focus group testing, Jelly Belly noticed that some consumers could handle the heat, but others could not. Due to this varying sensitivity, the company will place warnings on packages that recommend BeanBoozled Flaming Five only for healthy individuals over the age of 13.

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

“The Jelly Belly way is to wow you with flavours,” said Irena Miles, director of Research and Development and Quality Assurance for Jelly Belly Candy Company. “As for Flaming Five, we knew it wouldn’t be enough to just knock your socks off with the heat; the jelly beans also have to taste like the actual pepper or sauce. Our goal was to capture the right flavour notes while simultaneously building an appropriate level of heat.”

“The element of heat added a unique challenge for our flavour team to solve,” added Luz Osbun, Research and Development manager for Jelly Belly Candy Company. “We had to consider not only how to balance the vegetative notes in the flavour 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 Flaming Five had to act like the real thing.”

BeanBoozled Flaming Five is available in a variety of packages, including a spinner wheel in a special gift box which features a 100g assortment of the five flavours; a 45g flip top box and a 54g bag.

For more information and product prices, visit:

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