US. Global Retail Concepts (GRC) has partnered Jelly Belly to develop a line of new products exclusive to travel retail, which will debut at the Middle East Exclusive in Dubai (Stand number: 8E 52).

GRC and Jelly Belly have appointed Kreol Trading to represent the travel retail market in the region.
The new line features 125g 10-flavour gift boxes with customised destination sleeves, a 400g Assorted Flavors Bag, and a Jelly Belly Coloring Set.

The 400g Assorted Flavors Bag is a “˜grab-and-go’ pouch that features an easy-to-carry handle and individual pyramid bags of gourmet Jelly Belly Beans.

Kreol Trading – led by Chief Executive A.S. Lal (pictured) – has been appointed to represent Jelly Belly in the travel retail market in the Middle East

Specially packaged Jelly Belly Crayons that comes with a free Jelly Belly coloring book complete the Jelly Belly Coloring Set, a product that GRC believes will be a hit with children. The 28g Jelly Belly Crayons have tips that actually draw in five different colors that match the colors of the beans inside the crayon.

Jelly Belly beans are gluten-free, dairy-free, gelatin-free and certified OU Kosher. Each bean contains four calories.

GRC’s Mark Thornton said: “We are pleased to debut this product in travel retail during this important show. We have worked hard to develop these products and many operators have provided us great feedback on these products. We are thrilled to have Mr A.S. Lal and Kreol Trading helping us in the region. Their industry knowledge and reputation will be a great benefit.”

Kreol Trading Chief Executive A.S. Lal said: “I was fascinated by the story of President Reagan’s attachment to Jelly Belly candy since the days he held state office. When he became the President, he made sure Jelly Belly was always around in the Oval Office, on Air Force One, on Marine One and pretty much every where he went. Soon, diplomats and world leaders began asking for Jelly Belly too.

“The Jelly Belly Candy Company has been making candy since 1869. Today, Jelly Belly is the world’s number one gourmet jelly bean, available in 50 flavours besides special collections and new flavors being added constantly.”

For more information contact A.S. Lal, Kreol Trading, tel: + 971 65725565, e-mail:; or Mark Thornton, Global Retail Concepts, tel: +1 415 215 9371, e-mail: