The wrap-up: Sporty beans

For the fitness-minded with a sweet tooth, the Jelly Belly Candy Co., Fairfield, CA, has a little something extra for you: Sport Beans.

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Sport Beans, in lemon lime and orange flavors, are larger jelly beans formulated to energize the body during exercise. Each one-ounce serving contains 25 grams of carbohydrates, 20% of the daily value for Vitamins C and E, and 120mg of electrolytes to boost energy and maintain hydration.

Introduced this summer, Sport Beans are positioned to appeal to endurance athletes, sports enthusiasts, and anyone looking for a fast, refreshing energy source. Sport Beans by Jelly Belly will compete in the $3.2 billion energy category of sports drinks, sports gels, and energy bars, which have similar ingredients, but do not allow for easy portion control.

Jelly Belly Candy Company developed the new jelly bean for portable power.

“Today’s active adults and teens are exercising harder than ever, and are looking for optimal performance at play and in competition,” says Pete Healy, vice president of marketing for Jelly Belly Candy Company. “We’ve heard from marathon athletes for years about how they use Jelly Belly beans for the carbohydrates they need to sustain energy and finish a race, so we developed a fun carb source with additional nutrients the body needs during strenuous exercise,”

Sport Beans are available in 1-oz, single-serving packs that sell for about a dollar.

This all sounds well and good, but the image of a winning team showering its coach in Sport Beans just doesn’t seem right.

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