Jelly Belly's Sport Beans are a tasty way to boost energy levels and are a gym-friendly version of the popular candy. Featuring a mix of "three berry flavors," these pink-hued sport beans are not only delicious, but also support a good cause by donating proceeds from sales to Breast Cancer research.
Teaming up with The Breast Cancer Research Foundation, Jelly Belly aims to raise awareness about the devastating disease which is a leading cause of death among women in the United States, and the most common cancer diagnosis after lung cancer.
By taking a charitable marketing stance, Jelly Belly forms an authentic connection with its core audience. Additionally, the brand successfully offers fitness-focused consumers a convenient energy boost while encouraging them support an important cause in the process.
Why This Trend Is Growing
- Charitable Food Products
- Brands can partner with charitable organizations to create food products that support a good cause and appeal to socially conscious consumers.
- Cause-related Marketing
- Brands can use cause-related marketing to form authentic connections with their audience while also supporting important causes.
- Healthy Convenience Foods
- Brands can create healthy food options that are convenient for fitness-focused consumers on-the-go.
Industries Being Reshaped
- Food and Beverage
- The food and beverage industry can partner with charitable organizations to create products that support a good cause and appeal to socially conscious consumers.
- Marketing and Advertising
- Marketing and advertising agencies can help brands create cause-related campaigns to form authentic connections with their audience while also supporting important causes.
- Fitness and Wellness
- The fitness and wellness industry can create healthy convenience foods that are appealing to fitness-focused consumers on-the-go.
