Jelly Belly presents BeanBoozled Flaming Five Challenge with spicy hot new flavours


Things are heating up at Jelly Belly Candy Company. Available in June, BeanBoozled Flaming Five, a new line of progressively hotter Jelly Belly jelly bean flavours, challenge spicy food lovers to see how hot they can handle.

BeanBoozled Flaming Five lets brave fans explore the world of spicy hot with five true-to-life flavours: sriracha, jalapeño, cayenne, habanero and Carolina Reaper. Each flavour is appropriately hot for its placement in this progressively spicy line up, from mild sriracha leaving tasters with a light burn similar to the sauce to Carolina Reaper packing a major punch. Through focus group testing, Jelly Belly noticed that some consumers could handle the heat, but others – well, others could not. Due to this varying sensitivity, the company will place warnings on packages that recommend BeanBoozled Flaming Five only for healthy individuals over the age of 13.

“Fans know BeanBoozled is a game of risk, but Flaming Five is a whole new take on the game,” says Rob Swaigen, vice president of global marketing for Jelly Belly. “Flaming Five is the next evolution of the BeanBoozled brand as it continues to push the boundaries of flavour and bravery. We want everyone to have a good time with BeanBoozled Flaming Five, but we recognise that some people may need to tap out as they move through the menu.”

For the company known for the accuracy of its flavours, packing Jelly Belly jelly beans with some heat was not enough.

“The Jelly Belly way is to wow you with flavours,” said Irena Miles, director of research and development and quality assurance for Jelly Belly Candy Company. “As for Flaming Five, we knew it wouldn’t be enough to just knock your socks off with the heat; the jelly beans also have to taste like the actual pepper or sauce. Our goal was to capture the right flavour notes while simultaneously building an appropriate level of heat.”

“The element of heat added a unique challenge for our flavour team to solve,” added Luz Osbun, research and development manager for Jelly Belly Candy Company. “We had to consider not only how to balance the vegetative notes in the flavour with the heat, but also how that heat presents itself and builds over time. Jalapeño has a sharp build and a quick fade, while Carolina Reaper builds quickly and stays hot for a while after. Our jelly bean versions for Flaming Five had to act like the real thing.”

Fans will find BeanBoozled Flaming Five in a variety of packages. A spinner wheel is available in a special gift box and features a 100g assortment of the five flavours. Spin the wheel, find the corresponding jelly bean in the tray and see how hot you can handle. Other packages include a 45g flip top box and 54g bag.