Ferrara's Jelly Belly brand is taking center stage with its new "Bean Appétit” campaign, a nod to the classic fine-dining phrase. The evolution builds on Jelly Belly’s long-standing legacy of gourmet flavor innovation and the joy it brings to consumers, while also introducing a more modern identity for a new generation, the brand says.

The refreshed brand look launches with new packaging, a redesigned website, and a collection of digital short films that aim to bring Jelly Belly’s flavors to life: Very Cherry, Strawberry Jam, Watermelon, Buttered Popcorn, and Juicy Pear. Each vignette invites playful discovery, inspiring consumers to explore and share the brand’s “wow” flavor experiences, spotlighting how each jelly bean flavor is inspired by its real-life counterpart—from sun-warmed cherries picked at the peak of perfection to a freshly-popped bowl of popcorn, Jelly Belly says. 

At the heart of its elevated creative platform, Jelly Belly has introduced curated collections featuring consumer-favorite flavors in designed assortments:

• Signature 10 Collection: The essential Jelly Belly flavors: Very Cherry, Strawberry Jam, Tangerine, Sweet Peach, Lemon, Juicy Pear, Watermelon, Berry Blue, Wild Blackberry and Tutti Fruitti.  
• Signature 20 Collection: An expanded collection of Signature 10 flavors, plus other Jelly Belly favorites like Sizzling Cinnamon, Orange Sherbet, Pink Grapefruit, Top Banana, Blueberry, Grape Soda, Cotton Candy, Buttered Popcorn, Vanilla Bean, and Toasted Marshmallow. 
• Endless Summer Collection: Fruit-forward flavors including Very Cherry, Watermelon, Cotton Candy, Orange Sherbet, Lemon Lime, and Blue Raspberry.  
• Farmstand Fruit Collection: A farmer’s market-inspired collection, including Watermelon, Strawberry Jam, Wild Blackberry, Juicy Pear, Sweet Peach, and Red Apple.   
• Tropical Paradise Collection: Includes Pink Grapefruit, Piña Colada, Watermelon, Tangerine, Lemon Lime, and Chili Mango.   

“Our ‘Bean Appétit’ campaign marks the beginning of a new era for Jelly Belly, celebrating everything that makes the brand a cultural icon,” says Lauren Pezza, Jelly Belly global marketing director at Ferrara Candy Company. “By leaning into our Signature flavors with thoughtfully curated collections and a refreshed new look, we’re evolving the brand to meet the preferences of younger consumers who crave ‘wow’ flavor experiences for every mood.”   

The new campaign will span national and customer media, social, influencer, and more.