Inside Jelly Belly’s flavor creation

In Read on January 18, 2011 at 7:01 am

Here’s a story The Atlantic did last summer about how the flavor designers at Jelly Belly go about their work:

The development process begins with a very specific idea. The taste must be instantly recognizable, says Lisa Brasher, a fifth-generation member of the founding family and executive vice chairman of the board. “When you say ‘pickle,’ do you mean sweet or dill? When you say ‘potato chip,’ do you mean regular or barbecue? Those are very important questions for us.”


Photo by House of Sims.
Photo by House of Sims.

The article also has stories of when flavors go wrong, like raw garlic or barf (which apparently “sell like hotcakes”).


  1. Memories reincarnated jelly beans? That’s poetry in the palate!

  2. Thank you for telling us about this article…I must have missed it the first time…David Klein Jelly Belly Creator

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: