The positioning is a return to form for Jelly Belly, which was introduced in 1976 by sweets maker Herman Goelitz Candy and for years was only available at specialty stores. Today, Jelly Belly is far from the only jelly bean on the market. Jelly Belly will continue to offer its full portfolio of 100 flavors through single-flavor packs, licensed collections and other formats. There’s also a bigger focus on making Jelly Belly more popular as a gifting option, with special containers — much like boxes of chocolates. Jelly Belly is experiencing “strong loyalty gains,” with buyers purchasing the brand nearly 10% more often year over year.