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The premium jelly bean brand, which was founded in 1976, has hired The Licensing Company (TLC) to handle the extension.

Daniel Avener, TLC's global brand director, said it will initially focus on moving into drinks, ice cream and sauces. Discussions with several third parties are under way. 'We will build on the brand's heritage and capitalise on existing distribution,' he added.

One possibility is that as Jelly Belly's core range is already stocked in Top Shop, it could launch a line of branded clothes to be sold through the retailer.

Jelly Belly is the first brand to work with TLC's Food and Beverages division, which launched this month. TLC has worked on brand extensions for several fashion and lifestyle brands, including Benetton and Cosmopolitan.