Candy Industry Senior Editor Liz Parker Kuhn recently connected with Kelly Peyser, director of Brach's seasonal marketing, Ferrara Candy Company, to discuss the brand's history, plus its products and what's next for the company.

The brand also recently introduced its Egg Hunt Hiders service, and has a few new products, too.

Liz Parker Kuhn: Can you talk about the origin of Brach’s and how it got started?

Kelly Peyser: Brach's was founded in 1904, when Emil J. Brach opened the “Brach’s Palace of Sweets” shop in Chicago, offering taffy, caramels, ice cream, and more. What started as a neighborhood confectionery quickly grew into a household name, and today, we are proud to be America’s #1* seasonal sugar candy brand.

LPK: Did it always make jelly beans?

KP: We’ve produced our beloved Classic Jelly Beans since 1909 and have remained a seasonal staple ever since. By the early 1990s, Americans were consuming around 2.5 billion Brach's Jelly Beans during the spring season! Today, Brach's leads as America’s #1** Seasonal Easter Jelly Bean brand with our core Easter portfolio featuring several fan-favorite varieties including Classic, Tiny, Spiced, Speckled, Black Licorice, and Treat Pouches.

LPK: When did the brand start branching out into other products?

KP: In the 1920s, we introduced our now-famous Brach's Candy Corn, and by the 1950s, we began marketing Conversation Hearts for Valentine’s Day. Our Peppermint Candy Canes rolled out in the 1960s. 

LPK: Can you define “seasonal jelly beans”—are they sold all year, or just around Easter/holiday times?

KP: Seasonal jelly beans refer to flavors and varieties launched specifically for a limited time in spring, notably around Easter. Brach's Jelly Beans hit store shelves as soon as the New Year begins alongside Valentine’s Day offerings and are sold through Easter Sunday. We know that when consumers start to see Brach's Jelly Beans on shelf, it marks the beginning of spring and that the Easter season is upon us. 

LPK: Can you talk about the brand’s seasonal leadership?

KP: Brach's is the #1 Seasonal Easter Jelly Bean brand in the U.S. (31%). We recently conducted a survey*** that found nearly half of Americans (49%) say jelly beans are their favorite seasonal treat, so we know shoppers look forward to seeing Brach’s Jelly Beans on shelf to celebrate the spring season. Each year, we produce about 14.3 million lbs. of jelly beans (IRI data 2024)! Usually, we see the majority of jelly bean sales (67%) in the last four weeks before Easter Sunday, with about 30% in the final week leading up to Easter.  

LPK: Please elaborate on Brach’s Egg Hunt Hiders and how the service works.

KP: This year, we launched Brach's Egg Hunt Hiders, our first official egg hunt hiding service. A complimentary offering, Brach's Egg Hunt Hiders will do the egg hiding for the whole family, so both parents AND kids can have the chance to enjoy the search together. Earlier in April, fans had a chance to secure the service and this weekend, those lucky families will have their egg hunt set up. And, in each market, one household will discover a hidden golden egg—redeemable for a year's supply of Brach's Jelly Beans!

LPK: How did you come up with the idea?

KP: We always aim to make moments sweeter for families with our tasty and festive treats. This year, we conducted a seasonal survey*** that found more than half (57%) of American adults wish they could search for Easter eggs alongside their family, but often don’t because they hide the eggs themselves and know where they’re hidden (45%). We saw an opportunity to bring back the egg hunt magic for everyone - no one will know where the eggs are hidden, making the search fun for all ages!  

LPK: Has it been popular so far?

KP: Yes—we offered 300 egg hunt hiding services, and we sold out! We loved seeing enthusiasm from families, who are eager to elevate their Easter celebrations with a little extra help from Brach's.

LPK: Any new Brach’s products (jelly beans or others) coming out soon?

KP: This year for Easter, we’re focusing on our core portfolio which includes several different jelly bean varieties so fans can continue enjoying all their favorite flavors. And we’ve brought back our Springtime Soft Jellies, which feature a soft, chewy texture and bright juicy flavors in fun seasonal shapes, released just last year. In regard to fall/Halloween and the holiday season, we have some deliciously sweet plans lined up. I don’t want to spoil the surprise, so stay tuned!

*#1 Seasonal Easter Jelly Bean Brand - Circana Market Advantage Total US MULO+C: Easter Season 8 Weeks WE 3.31.24; #1 Candy Corn Brand - CIRCANA SCAN DATA, MULO+C HWN 14 Weeks W/E 11.3.24; #1 Conversation Heart Brand - Circana Market Advantage Total US MULO+C: Valentine's Day Season 8 Weeks WE 2.18.24; #1 Candy Cane Brand - Circana Market Advantage Total US MULO+C: Holiday Season 8 Weeks WE 12.24.23

**#1 Seasonal Easter Jelly Bean Brand - Circana Market Advantage Total US MULO+C: Easter Season 8 Weeks WE 3.31.24

***Survey conducted by Zappi on behalf of Brach's in February 2025 with a sample of 2,000 U.S. adults age 18+ who celebrate Easter. The margin of error at this sample size is +/- 2.5% at the 95% confidence level. Use of words "Americans" refers to the 90% of Americans screened into this survey for celebrating Easter (nationally representative sample of n=2,000).

Ferrara is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.