Wednesday, June 22, 2005

Sport Beans!

OK. I just read that there are new "fitness" foods like vitamin-enhanced jellybeans. Yep, that's right. Jellybeans. As a fitness food:
At the All Candy Expo in Chicago, Jelly Belly Candy Co. of Fairfield, California, 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. The new beans are expected in stores later this summer.
Seems that candy makers are trying to sugarcoat their profit margins by breaking in on the $3 billion a year fitness market. What's next? A Big Mac with Ginseng?? Cigarettes that allow you to inhale a 1/3 of your daily protein requirements? Yeeeeesh.

No comments: