Baloian Farms has begun shipments of red, yellow and orange BellaFina baby bell peppers in a 12-ounce pack.

Fresno, Calif.-based Baloian Farms is the West Coast supplier for the vegetable developed by seed company Seminis.

BellaFina baby bells are about a quarter to a third of the size of standard bell peppers. Baloian is backing the offering with recipes, photography, point-of-sale materials, ad support and demo programs, according to a news release.

The peppers will be available year-round.

“Consumer research often indicates that consumers are looking for more affordable, value-added and portion-controlled products,” Baloian sales manager Jeremy Lane said in the release. “BellaFina baby bell peppers do just that by providing a more versatile bell pepper food experience.”

Internal research showed 60% of consumers opting for the baby bells over full-sized bells, according to the release. The same shoppers said they plan to purchase both BellaFina and Baloian’s sweet mini peppers, according to Lane. The sweet minis are aimed at snack uses.

“We are excited by the potential of BellaFina baby bells and their ability to create more impact on shelf, reduce shrink and create higher perceived value for consumers,” Lane said in the release.