JACKSONVILLE, OR — Joffer Beverage Co. is launching Jelly Belly sparkling water at the 265-store Hy-Vee grocery chain across eight states in the Midwest, as it enters licensing for the first time. The sparkling water, sold in eight-packs of 12-ounce cans at $4.99-$5.99, will be available in eight sugar-free flavors. It also will be sold through Jelly Belly’s ecommerce site.

Jelly Belly Candy Co. is a seventh-generation family business, and the inspiration for Jelly Belly Sparkling Water came at a Mother’s Day party where members of the family had gathered to celebrate.

“We were on the back patio, drinking a couple of the more popular sparkling water brands, when I said out loud, ‘If only someone could nail a sparkling water with really stand-out flavors,'” recalled Stephen Joffer, a co-founder of Joffer Beverage Company. “The lightbulb came on when my dad suggested, ‘Why not our own Jelly Belly flavors? We are known for flavor innovation after all.'”

From there, five Jelly Belly Candy Company family members banded together to start Joffer Beverage Company, including three sixth-generation brothers – Justin, Ben and Stephen Joffer – and two fifth-generation members, Andy and Becky Joffer (sister to Lisa Brasher, Jelly Belly Candy Company CEO).

“The Jelly Belly brand promises fun, flavor and quality — characteristics that we believe sparkling water drinkers are looking for — and our product delivers perfectly on that promise,” said Justin Joffer, a co-founder of Joffer Beverage Company. “We want to bring excitement to the sparkling water category through unique and intense flavor experiences.”

With over 100 Jelly Belly flavors to choose from, the team is looking forward to developing many more flavor options as the brand grows.

“A favorite in the Midwest for its variety and quality, Hy-Vee is an ideal partner to introduce Jelly Belly Sparkling Water to consumers thirsting for something new,” said Ben Joffer, co-founder of Joffer Beverage Company. “We are excited about this partnership and look forward to providing Hy-Vee customers with innovative new flavor options in the beverage aisle.”

To find a Hy-Vee store near you, visit www.hy-vee.com.

About Joffer Beverage Co.
Joffer Beverage Co., based in Jacksonville, Oregon, is a business venture started in 2019 by members of the Jelly Belly candy-making family. The company has licensed the Jelly Belly brand name from Jelly Belly Candy Co. to create Jelly Belly Sparkling Water, a healthy, flavorful treat with zero sugar, zero calories and zero sweeteners.

About Jelly Belly Candy Co.
Jelly Belly Candy Co. was founded in 1898, and began making Jelly Belly® jelly beans in 1976. Today, Jelly Belly products are sold all over the world and the company remains family owned and operated by the fourth, fifth and sixth generations of the candy-making family.

MEDIA CONTACT:  
Stephanie Celenza                          
LANE, a Finn Partners Company                
503-546-7892

jellybellysw@finnpartners.com