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Jelly Belly room fragrance collection on the way

Wholesaler Rayburn Trading secures exclusive licensing deal for candles and air fresheners.

The first Jelly Belly room fragrance collection is due to hit UK retail shelves this month, after wholesaler Rayburn Trading secured an exclusive licensing deal.

The range will be stocked at major discount retailers including B&M, Poundworld and Savers, while a premium collection will launch in a number of high street retailers including Debenhams.

There are 45 different product lines including Mini Me candles, mini air freshener gels, microfibre cloths and wax melts.

The Jelly Belly inspired fragrances include French Vanilla, Raspberry Créme Brûlée, Strawberry Shortcake, Toasted Marshmallow and Tutti-Frutti.

Russell Goldman, buying director at Rayburn Trading, said: “The Jelly Belly licence is a major coup for Rayburn Trading. With its iconic packaging, sense of nostalgia and huge range of flavours, it’s one of the most popular and fun confectionery brands in the UK.

“We’ve been working with well-known household and confectionery brands for the past 60 years, so this was an opportunity for us to put our knowledge and experience to the test and develop the Jelly Belly brand within the home fragrance market.

“With consumers demanding new and interesting scents to fill their homes, it’s been a long journey researching and testing fragrances to ensure that we have the best on the market.”

Russell continued: “We’re excited to get the Jelly Belly range on the shelves. We have a huge range of fragrances and, with the new premium range due to hit stores soon, there’s something for everyone.”

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