Dive Brief:
- Jell-O, the gelatin snack known for its bright colors, is ditching the artificial dyes in a new offering meant to meet consumer demand for natural ingredients.
- The Kraft Heinz-owned brand is introducing Jell-O Simply, which has no synthetic colors or artificial sweeteners. The line's new gelatin cups contain 25% less sugar than traditional ready-to-eat Jell-O.
- The launch comes as Kraft Heinz plans to remove certified synthetic colors across its entire portfolio by the end of 2027, including in traditional Jell-O products.
Dive Insight:
Kraft Heinz is rejiggling Jell-O as the food giant's new CEO invests $600 million across its brands to return the company to growth and meet consumer demands for snack options with simpler ingredient lists.
As part of the company's revitalization plan, Kraft Heinz has prioritized investments in brands that have the biggest potential to succeed. Jell-O and Lunchables are among two brands that Kraft Heinz believes it can win market share, CEO Steven Cahillane said in an earnings call earlier this month, and the company has looked to "invest selectively" in both.
"We've seen that our brands respond well when we invest behind them," Cahillane said.
The company recently invested heavily on its namesake macaroni and cheese brand, launching a protein-fortified option and a premium line meant to replicate restaurant style pastas. It's also focused on hydration, launching a Capri Sun with electrolytes that targets "the white space between kid beverage and adult sports drink," Cahillane said.
Jell-O Simply is a permanent addition to Kraft Heinz's portfolio and targets younger parents who grew up with the brand but want to offer their children an option with lower sugar and natural ingredients. Half of parents are actively avoiding artificial sweeteners, Kraft Heinz said citing Mintel data, and 1 in 3 ranked sugar content as their top concern.
Kathryn O’Brien, head of marketing for desserts at Kraft Heinz, said the launch is "a meaningful evolution for the brand and an important milestone in Kraft Heinz’s broader modernization journey.”
“We know families are looking for treats that strike the right balance between great taste and ingredients they can feel good about — and they don’t want to sacrifice the brands they know and love to get there,” she said.
The gelatin and pudding mixes will be offered in vanilla, chocolate, banana and strawberry. The ready-to-eat line will be available in orange, plus two new flavors of raspberry lemonade and blueberry.
