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Jelly Belly has launched first-ever beer-flavored beans ahead of Super Bowl

Jelly Belly now offers its fans a whole new way of enjoying beer. The candy brand has introduced a new flavor of beans, Draft Beer, to win hearts of its male consumers ahead of the sports season, Super Bowl and 2014 Olympic Games. 

Jelly Belly has been developing its drinks-inspired flavors such as Mai Tai and Piña Colada since 1980-s. The latest flavor, Draft Beer, is effervescent and crisp, and so eating the jelly beans is just like sipping a glass of beer. The brand says that the new product is inspired by a hefeweizen ale.

The jelly beans with the new taste are golden and have an iridescent finish, all to mimic the original beer and its bubbly nature. While retaining the beer’s look and flavor, the new product contains no alcohol and can’t be taken as a 100% alternative to the guy’s favorite drink.

“First, we tried to work on matching the hops. Then we worked on the yeast flavor,” commented Ambrose Lee, Jelly Belly’s research and development manager.

A pack of Beer Jelly Beans, 10 lbs bulk, costs $85.99.

Along with the beer flavor, the brand has launched spicy hot Tabasco beans covered with dark chocolate. The brand is also offering new recipes to create much loved cocktails using the old and new jelly beans. For example, Beer Sangria can be crafted using draft beer beans and peach beans, and Michelada is made using daft beer, lemon lime and Tabasco beans.

The product that goes sans alcohol still raises concerns among parents. They believe kids might want to compare the taste of the draft beer jelly beans with the regular beer. Potentially the new beans may encourage minors to try real alcohol, which is definitely not the brand’s intension.