The last 30 years have seen several paradigm shifts in our understanding of how ocean ecosystems function. Now recent technological advances add to an overwhelming body of evidence for another paradigm shift in terms of the role of gelatinous plankton ("jellyfish") in marine food webs. Traditionally viewed as trophic dead ends, stable isotope analysis of predator tissues, animal-borne cameras and DNA analysis of faecal and gut samples (metabarcoding) are all indicating that many taxa routinely consume jellyfish. Despite their low energy density, the contribution of jellyfish to the energy budgets of predators may be much greater than assumed because of rapid digestion, low capture costs, availability and selective feeding on the more energy rich components. Jellyfish as trophic dead ends: a "belly-full-of-jelly" ? Gelatinous zooplankton, loosely termed "jellyfish", are a taxonomically diverse group including many cnidarians, such as scyphozoan jellyfish and siphonophores, ctenophores and also chordates such as salps, pyrosomes and appendicularians (Box 1, Figure 1). Jellyfish are ubiquitous in the World's oceans and can occur in very high densities in large blooms [1, 2]. For example, distinct coastal jellyfish hotspots can occur in coastal waters, such as large aggregations of the barrel jellyfish Rhizostoma octopus extending over tens of square kilometers, with individuals weighing as much as 30 kg [3]. Likewise, in oceanic waters, swarms of salps, each a few cm in size, have been recorded with densities as high as 700 individuals per m-3 over 1000s km 2 [4,5]. While it is well known that jellyfish can be voracious predators and so play important roles as consumers, they have historically often been viewed as trophic dead ends [6]. Underpinning this view is the generally low nutritional content of jellyfish (or at least the gelatinous 'bell'), meaning that large volumes need to be