- Market researchers at NPD Group Inc. found that just 10% of Americans ate gelatin within the last week, down from 15% 14 years ago, and Kraft is looking for ways to reverse that trend.
- Greek yogurt and other snacks have cut into Jell-O's marketshare, and Kraft is seeking to connect with baby boomers by renewing its focus on Jell-O molds, as well as offering race car and brain molds to appeal to children.
- Ultimately Kraft wants to modernize the brand as analysts believe Jell-O marketing may need a new approach.
From the article:
"... The 115-year-old brand within Kraft Foods Group Inc.'s portfolio will undergo a complete overhaul, from packaging to the introduction of products to make it something 'moms and kids are going to rediscover,' Kraft CEO Tony Vernon told analysts this month. ..."