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Issue Date: Vol. 53, No. 8, August 2013, Posted On: 8/26/2013

Jelly Belly Launches Turnkey Micromarket Program

Emily Jed
TAGS: Jelly Belly, vending, micromarkets, Jelly Belly turnkey micro market program, confection sales, ripple rack, Brad Leech, Ace Vending, Kevin Van Hazel, self-checkout stores

Jelly Belly, micro market FAIRFIELD, CA -- Jelly Belly is making a splash in micromarkets with a turnkey program that prominently displays its iconic jelly beans and best-selling confections on a "ripple rack," and it's provided to operators free of charge. The racks are easily assembled and occupy minimal floor space. They allow micromarket operators the flexibility to offer up to 12 best-selling Jelly Belly products. Jelly Belly offers more than 50 items in 2.8-oz. to 3.5-oz. packages., all of which carry a two-year shelf life.

The entire range wholesales for $1.17 FOB, with a suggested retail price of $2.49. "This allows micromarket owners to offer their consumers gourmet items at reasonable prices without taking up shelf space for their 'bread and butter'-type candy," said Jelly Belly national vending representative Brad Leech.

Jelly Belly ships its products directly to operators. After the initial fill, operators must place minimum $100 orders. "By opening a direct account with Jelly Belly, micromarket owners also are able to tap into the entire Jelly Belly catalog," said Leech. "It also allows them to bring in items for their everyday vending machines at direct pricing."

Ace Vending (Phoenix) was one of the first operators to add Jelly Belly's products to its micromarkets five months ago. Co-owner Kevin Van Hazel says the candies quickly secured a place among the top sellers in most of the self-checkout stores.

The vending company now operates 60 micromarkets in the Phoenix market, and merchandises Jelly Belly in all of them. "Jelly Belly supplied the racks, which look great. And the name recognition is great -- people everywhere know the brand," reported Van Hazel. "The product sells itself and sales have been very strong,"

Ace merchandises 12 Jelly Belly varieties, which includes several flavor mixes of the brand's iconic gourmet beans, along with its lesser-known dark chocolate almonds and malted milk balls. It prices the peg bags at $2.39 to $2.99.

"We didn't have a jelly bean or chocolate-covered almond or malt ball, so it's offering something that wasn't there before," Van Hazel said. "For this reason, I would guess that a good part of the sales are incremental business."

He added that one thing that came as a surprise was that Jelly Belly's non-jelly bean varieties, of which he had not known, are the top sellers in the line.

Van Hazel told VT that the company's success with Jelly Belly in micromarkets has led to new opportunities in several locations Ace Vending serves. They include hotels where it provides office coffee service, which now purchase Jelly Belly products to sell in their gift shops. "I see us pursuing a lot more opportunities like that with Jelly Belly. As I said, it sells itself," he told VT.

Jelly Belly information is available by emailing Brad Leech at bradleech_jellybellyvending@cox.net or calling him at (480) 319-0704

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