Sunday, June 19, 2005

Charles Rex Arbogast / Associated Press Steve Schuster's company is marketing sugar-free Blitz Energy Gum. Each piece has as much caffeine as a cup of coffee.

Candy makers sweet on fitness

Vitamin-laced chews, sports jelly beans are designed to boost athletic performance, add energy.

By Dan Caterinicchia / Associated Press

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CHICAGO -- Apparently energy-packed sports drinks aren't enough. Now there are vitamin-laced jelly beans and ginseng-stoked chews.

The nation's candy makers are targeting fitness enthusiasts seeking to boost athletic performance or quickly grab a jolt of energy.

Industry insiders and analysts who gathered last week in Chicago for North America's largest candy trade show say the odd pairing of candy and fitness might just make economic sense. Consumers are scooping up more than $3 billion a year in "energy" gels, bars and drinks, and the crowded, $25 billion confection industry must continue to innovate if it's going to sweeten the bottom line.

And when you consider that more than 60 percent of adults say they exercise, the new products stand a good chance of catching on, said Harry Balzer, vice president of a consumer marketing firm that tracks the food industry.

"Americans are explorers, they like new things," said Balzer of the NPD Group. "As long as you don't upset my expectations of taste, that's the most important thing."

At the All Candy Expo in Chicago, Jelly Belly Candy Co. of Fairfield, Calif., introduced "Sports Beans." Each one-ounce serving has Vitamins C and E plus 120 milligrams of electrolytes to boost energy and prevent dehydration.

"We felt there was an opening in the market for a non-bar, non-chocolate functional product," said Bill Kelley, Jelly Belly vice chairman. "This has the energy component, electrolytes and it tastes good" in lemon-lime and orange flavors.