All Jelly Belly flavors, from toasted marshmallow to cappuccino--there are around 100 on the market at any given point--grow from ideas submitted by company employees, members of the public, retailers, and others, but the execution depends on a four-person team of food scientists, led by head of research and development Ambrose Lee and aided by the company's marketing and executive teams.
The development process begins with a very specific idea. The taste must be instantly recognizable, says Lisa Brasher, a fifth-generation member of the founding family and executive vice chairman of the board. "When you say 'pickle,' do you mean sweet or dill? When you say 'potato chip,' do you mean regular or barbecue? Those are very important questions for us."