Sweet Deal for Jelly Belly

Jelly Belly made its foray into the baked goods category via a deal with BC Bundt, which was brokered by The Licensing Company. BC Bundt created four cakes based on top-selling Jelly Belly flavors—Very Cherry, Tutti Fruitti, Blueberry, and Strawberry Cheesecake. The products launched at Wal-Mart and are rolling out nationally throughout a wide range of distribution channels, including grocery stores. In 2008 Jelly Belly will expand into pudding and gelatin mixes, freezer bars, cake decorations, and automotive air fresheners.

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