Strawberry jelly as a universal design food was developed using strawberry juice (SJ), sugar, xanthan gum (XG), and locust bean gum (LBG). Experimental variables included SJ concentration (30-40% (w/w)), sugar concentration (7.5-10.0% (w/w)), and the ratio of XG/LBG (0.3-4.0% (w/w)), and response variables were textural (hardness, gumminess, chewiness) and color properties. The formulation of strawberry jelly was optimized against hardness and the interactions among variables were predicted using the response surface methodology. Controlled storage test at 5 or 15°C was conducted to determine the values of the jelly at different temperatures. The optimal SJ and sugar concentrations and the ratio of XG/LBG against hardness were 40, 10, and 1.5%, respectively. The color did not change significantly during storage at 5 and 15°C (p>0.05). However, the textural characteristics during storage increased significantly at 5°C (p<0.05) and the hardness was appropriate to be used as a criterion for determining the shelf life of the jelly. The shelf life at 5°C generated from a zero-order kinetics (R²=0.96) was 40 d according to a criterial value, 1.8 N, of hardness. The Q10 value was calculated as 0.6, which allowed prediction of the shelf life values at different temperatures. The results from this study suggested a formulation of strawberry jelly as a universal design food and allowed determination of the shelf life of the food product.