David Klein, who is the subject of the 2010 documentary film Candyman: The David Klein Story, created the marketing concept of a new kind of jelly bean to be sold in single flavors in 1976. David approached Herman Goelitz Candy Company and appointed them as his only contract manufacturer. David told them to make him a mini gourmet jelly bean that he would call Jelly Belly. David asked his manufacturer to make this jelly bean using natural flavors if possible and to flavor the inside as well as the outside shell. Kathy Fosselman designed the Jelly Belly logo which is still being used today. David became Mr. Jelly Belly for the next four years. The product got off to a very slow start because the $2 per pound retail price was considered very high. The product achieved a great deal of exposure due to a nationwide publicity campaign including an article in People magazine which featured a full page photo of David taking a bath in Jelly Bellies and several appearances on national television shows by David. Traditional jelly beans started out with plain, uncolored pectin centers that were merely sweetened with sugar. Only the outer candy coating was colored and flavored. The third and fourth generation of the candy family decided to produce a superior jelly bean to set itself off from traditional jelly beans. The centers for the company's mini jelly bean were colored and flavored. This flavor enhancing process was also used on the outer candy shell. With the new generation of Jelly Belly beans the company used realfruit juices and natural flavors when possible to boost the taste experience further. The finished Jelly Belly beans contained about half the sugar of the regular jelly bean, and were more flavorful than the generic jelly beans sold in stores.David Klein sold the first Jelly Belly jelly beans in an ice cream parlor, Fosselman's, in Alhambra, California in 1976. The first flavors were Very Cherry, Tangerine, Lemon, Green Apple, Grape Jelly, Licorice, A&W Root Beer, and A&W Cream Soda. Total sales for the first seven day period was $44. The product was selling for $2 per pound which was considered a very high price at the time. The company's official mascot is Mr. Jelly Belly, an anthropomorphic cartoon jellybean character with a face. He appears on the packaging and marketing since his introduction in 1996.