# Charitable Candy Chews Jelly Belly's Sport Beans Boost Energy While Supporting a Good Cause By Jana Pijak | Published 2017-10-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sport-beans References: [sportbeans](http://www.sportbeans.com/products/fruit_punch_sport_beans.aspx) Jelly Belly's [Sport Beans](https://www.trendhunter.com/trends/workout-candy) 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](https://www.trendhunter.com/trends/cinnamon-bun-protein-balls), 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](https://www.trendhunter.com/trends/kabalagala-clusters), 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. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 28% | Activity: 15% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### 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. ## Related on Trend Hunter - [Jelly Energy Bars](https://www.trendhunter.com/trends/jelly-energy-bar.md) - [Candy-Inspired Performance Energy Drinks](https://www.trendhunter.com/trends/performance-energy-drink1.md) - [Social Good Cannabis Products](https://www.trendhunter.com/trends/cherry-vanilla-jams-jellies.md) - [Charitable Sour Candy Products](https://www.trendhunter.com/trends/sour-rainbow.md) - [Energizing Gummy Supplements](https://www.trendhunter.com/trends/bloom-x-tandy-energy-blooms.md) - [Sour-Flavored Protein Confectionery Snacks](https://www.trendhunter.com/trends/sour-berry-blast.md) - [Candy-Inspired Sports Nutrition Products](https://www.trendhunter.com/trends/pez-candy.md) - [Cancer Awareness Protein Bars](https://www.trendhunter.com/trends/fitcrunch-strawberry-strudel.md) - [Candy-Flavored Performance Mixes](https://www.trendhunter.com/trends/c4-energy-aminos.md)