Why Jelly Beans Became the Go To Easter Treat

Scrolling through Easter-themed TikToks or Pinterest boards, you'll see a common sight: pastel-colored jelly beans filling baskets, decorating tables, and spilling over dessert trays. They feel like they’ve been part of Easter forever, but that’s not exactly true. Like many beloved holiday traditions, jelly beans had to earn their spot in the Easter spotlight. And their journey? It's a sweet mix of history, innovation, and a whole lot of sugar.

A Candy Evolution, Not a Eureka Moment

Unlike some iconic treats born from a single stroke of genius, jelly beans didn’t just appear one day. Instead, they slowly evolved from two much older confections. Their chewy, gummy center? That traces back to Turkish delight, a centuries-old Middle Eastern candy made famous in The Chronicles of Narnia—yes, the same one that lured Edmund into the White Witch’s trap. Their smooth, shiny shell? That’s inspired by a French technique called "panning," originally used in the 1600s to coat almonds and turn them into the candy we now call Jordan almonds.

But it wasn’t until the 1930s that jelly beans started rolling into Easter baskets. The likely reason? Their small, egg-like shape made them the perfect edible stand-in for the holiday’s most symbolic icon.

A Tiny, Tasty Easter Egg Alternative

Eggs have long been linked to Easter, symbolizing new life and rebirth—both in religious traditions and as a celebration of spring. People have been dyeing eggs since at least the 1200s, so it makes sense that a bright, shiny, candy version would eventually catch on. Jelly beans didn’t just fit the aesthetic; they were also cheaper, easier, and already decorated in a rainbow of colors.

By the mid-1900s, jelly beans were fully cemented as an Easter treat. But it wasn’t until 1965 that a game-changing twist made them even more irresistible.

Jelly Belly: The Flavor Revolution

For decades, jelly beans were all about the sugary shell—the inside was just… sweet. But in the 1960s, the Goelitz Candy Company (now known as Jelly Belly) changed the game by flavoring the entire bean, inside and out. Suddenly, Easter baskets weren’t just filled with generic sweets—they were stocked with root beer, green apple, cream soda, and even licorice-flavored magic.

Fast forward to today, and over 16 billion jelly beans are eaten every Easter season. Brands like Brach’s and Starburst have joined the fun, adding their own spins. And Jelly Belly? They’ve taken it even further, with over 100 flavors and a factory that attracts 400,000 visitors a year.

So, the next time you grab a handful of jelly beans, remember—you’re not just eating candy. You’re munching on a piece of history, innovation, and a whole lot of Easter magic.