We’ve all heard the cliches – when life gives you lemons…if you fall off the horse get right back on…if at first you don’t succeed, try try again. But the makers of Jelly Belly, the world’s most famous jelly bean (and I’ll admit, one of my personal weaknesses), have taken overturning our mistakes to an entirely new level.

Meet Belly Flops – Jelly Belly’s answer to jelly beans gone wild.

According to the Jelly Belly website, “Belly Flops are no less flavorful, or lovable, than regular Jelly Belly jelly beans; they just come in wild shapes and sizes. You may find one that’s round, one that’s square, or you may even find a bunch stuck together. On very rare occasions, a flavor may not match a color. A red Belly Flop might taste like Blueberry, or a white one might taste like Chocolate Pudding.”

While I say this is sheer brilliance, you might ask, “who cares?” But I can guarantee you two things. First, at that next happy hour or get together, mention Belly Flops to your friends, co-workers or family, and watch how many people react to the concept. And second, the folks at Jelly Belly are taking these beans straight to the bank. They have accomplished what smart marketers aim to do – taking a brilliant idea and parlaying it into an eco-friendly (selling their flubbed beans means less waste) opportunity that helps build their brand while creating an alternate channel for increased profits.