Jelly Belly makes sweet entry into sports nutrition
nutrition, writes Jess Halliday, but the Jelly Belly Candy
Company is hoping to change that with the introduction of its
Sports Beans, which it says are formulated to boost energy levels
during exercise.
According to Jelly Belly's VP of marketing Pete Healy, the company decided to develop the sports variant after learning that many marathon-runners consume its mainstream products mid-race to boost carbohydrate levels.
Each one-ounce single-serving packet of Sport Beans contains 25 grams of carbohydrates, 20 percent of the daily value for vitamins C and E and 120mg of electrolytes to boost energy and prevent dehydration.
The company says that the nutritional provision is similar to that of sports drinks, sports gels and energy bars, but their format makes for easier portion control.
But not everyone is convinced that the cross-over from confectionary to sports nutrition sends out a responsible message to people who may be tempted to eat the sweets in place of nutritious snacks such as fruit or nuts.
Lona Sandon, spokesperson for the American Dietetic Association, told NutraIngredients-USA.com: "Candy is not a good substitute for foods like fruit. An orange or a banana would do the same thing."
"We grasp at these quick fixes, but we forget about real food. Real food is always better."
Fruit also contains water, which is necessary to help the body rehydrate after exercise. Although the Sports Beans contain electrolytes, Sandon pointed out that "you can't get water out of a jelly bean".
She added that sports nutrition products are really designed for people who are really working hard. For most active individuals, who may spend just an hour each day exercising in a controlled environment like a gym, real food is better.
A recent report published by Nutrition Business Journal showed that sports nutrition and weight loss products achieved sales of $15.6 billion in 2004, up 14 percent on the previous year. It predicted that compound annual growth rates of between five and seven percent will continue over the next eight years, reaching consumer sales of $22.8 billion in 2013.
