Each Bassett's jelly baby has an individual name and shape, colour and flavour: Brilliant (red - strawberry), Bubbles (yellow - lemon), Baby Bonny (pink - raspberry), Boofuls (green - lime), Bigheart (purple - blackcurrant), and Bumper (orange). The introduction of different shapes and names was an innovation, circa 1989, prior to which all colours of jelly baby were a uniform shape. In 2007, Bassett's jelly babies changed to include only natural colours and ingredients.
There are currently several other brands of jelly babies, as well as supermarket own brands. A line of sweets called Jellyatrics were launched by Barnack Confectionery Ltd to commemorate the Jelly Baby's 80th birthday.