Candy Tries to Get In on the 'Energy' Market

July 9, 2005 — -- When it comes to exercise and energy, Americans are always looking for a quick fix.

Consumers spend about $3 billion a year on energy products, and it's a fast-growing niche. Sales of energy drinks like Red Bull were up 55 percent last year.

So it's probably no surprise that candy makers are looking for a piece of the action. The Jelly Belly Candy Co. is launching a "fortified" jelly bean.

"Our new product is 'sports beans' and these are jelly beans enhanced with vitamin C and E and electrolytes," said Peter Healy of Jelly Belly.

Jelly Belly bills its new beans as quick bursts of energy for fitness-minded consumers. A bag of 15 beans will cost about a dollar.

And the Best Sweet Company is creating Energy Chews, which promise a burst of "fast energy," and are endorsed by NASCAR champion Dale Earnhardt Jr. The company says its target market is truckers and college kids.

"It's hard being a college student and trying to eat right," said Josh Calabrese. "Trying to get something to motivate you to do your homework, to study late, those products are the answer."

Six of these candies pack the same punch as two cans of an energy drink. So what's in an energy chew? Ginseng, caffeine and another stimulant, plus a lot of vitamins.

"Americans love candy," said Tonia Becker Vershaw, former publisher of the trade journal Confectioner. "If you can get vitamins or some kind of additional benefit from eating the candy in addition to tasting good, I think there is a little less guilt there."

But most doctors and nutritionists say most people don't get any major health benefits from these fortified snacks.

It's not all marketing, and there are some benefits, said Heidi Skolnik, a nutritionist and contributing editor at Men's Health magazine.

"Jelly beans do provide carbohydrates and marathoners have been using them for years," Skolnik said.

But Skolnik added these carb-rich candies could just mean extra calories for everyone but hardcore athletes.