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Jelly Belly unveils new attractions to visitor center

PLEASANT PRAIRIE, Wis. (CBS 58)­­ — Jelly Belly Candy Company has unveiled another round of updates to its free train tour at the Jelly Belly Visitor Center located in Pleasant Prairie. Featuring a new museum-like experience with interactive exhibits and games, the final phase of updates will debut to the public at the end of October. Initial updates to the tour were revealed in July when around 1,800 guests experienced the addition of updated HD/4K videos and new audio equipment.

As part of this new tour experience, visitors will start their confectionary journey at Jelly Belly Station, an area upstairs previously unseen by the public, and now filled with fun and educational activities.

Bean Blitz–A computer-generated soccer experience where guests become goalies in front of a jelly bean-shaped “net,” and try to block large virtual Jelly Belly® jelly beans that appear to be hurling their way.

Smell Stations–Visitors can try to guess Jelly Belly bean flavors based on scent alone at six Smell Stations. Push the button to dispense the fragrance, but be warned: It’s harder than it seems. A clue at each station will aid those left baffled.

Guests will have the chance to sample Jelly Belly jelly beans at the various stages, and new wall exhibits throughout the area offer insight into company history and current operations. Historic candy making equipment and tools are also on display in special sections.

After a stop at Jelly Belly Station, guests ride aboard the Jelly Belly Express, a train that takes them through the Jelly Belly warehouse as they learn how the company creates delicious Jelly Belly jelly beans. Updated HD/4K videos on new, high-definition monitors show visitors a Jelly Belly jelly bean’s journey, and new audio equipment in the train cars creates surround sound that transports guests to the Jelly Belly factory.

Through the videos, the public learns about the entire candy-making process of Jelly Belly beans from the kitchen where the candy starts, all the way through to packing the tasty treats into bags and boxes before sending them to stores across the country. Visitors also will also see Jelly Belly Art mosaics, giant jelly beans and Jelly Belly bean-inspired couture fashions.

The latest phase of updates officially debuts to the public with a ribbon cutting at 9.a.m. on Saturday, October 28. The first 500 adult attendees will receive a 2-lb. bag of Belly Flops, and attendees from the previous debut can use their coupons to receive an additional bag of Belly Flops. Attendees will enjoy a variety of family-friendly activities including balloon art, face painting, a magician, and the annual Munchkin Masquerade where children will parade around the Visitor Center in their Halloween costumes.

Jelly Belly has welcomed more than three million visitors since opening its doors in 2001, and more than 150,000 people visit the Visitor Center each year. The Jelly Belly Visitor Center is also home to a large Jelly Belly store, fudge counter, and Jelly Belly Snack Bar. Public tours run daily, 9:00 a.m. to 4:00 p.m.

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