Although Jelly beans are not in the peak season of easter or any other holiday for that matter the Jelly Belly company is still seeing an increase in demand. Many people just say that the brand is more appealing because of the looks and taste which could be a reason for the increase. The simple fact that people like the brand better than others, which is making the supply of beans go up. Sales have gone up twenty five percent, which is thought to be directly linked to better marketing and globalization of the increasingly well known company. There is talk that due to the better avalibility from higher supply, that demand will go down because the thrill of the hunt for the prized possessions will be lost. The company Jelly Belly is now faced with the challenge to continue to increase both supply and demand to reach a higher equilibrium.