Jelly Belly Fills Ant Bully Screen

The little bean hits the silver screen

Jelly Belly Candy Co. is capitalizing on its role in Warner Bros.' Ant Bully with a quartet of ant-inspired flavors and a mail-in offer.

The animated film casts Jelly Belly as "Sweet Rocks," the favorite food of ants—and Lucas Nickle, the boy who shrinks to ant-size and lives with the colony he has been bullying. The film opened July 28.

To promote it, Jelly Belly is selling limited-edition Ant Bully packages that include the four new flavors: Ant Hill (which tastes like dirt), Alka Root (root beer), Lawn Clippings (grass) and Caterpillar (a fruit combo). The packages sell nationally and online in three sizes, (3.5 oz., 7 oz., and 9 oz.), and Jelly Belly has been distributing four million samples at events and in theaters.

Each package carries a mail-in offer for a Scholastic book, Lucas Nickle's Sweet Rocks Adventure, for $1.49. Launch Creative Marketing, Chicago, handles the offer for Fairfield, CA-based Jelly Belly.

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