Kraft Heinz is revamping its iconic Jell-O brand by introducing a new product line made without artificial dyes or synthetic sweeteners, reflecting growing consumer demand for cleaner and more natural ingredients.
The company has launched “Jell-O Simply,” a new range of gelatin products designed with simpler ingredient formulations. According to Kraft Heinz, the ready-to-eat gelatin cups contain 25 percent less sugar compared to traditional Jell-O offerings.
The launch is part of the company’s broader strategy to eliminate certified synthetic colours from its entire product portfolio by the end of 2027, including its standard Jell-O products.
Kraft Heinz is also investing heavily in brand innovation as part of a larger growth and modernization strategy led by CEO Steven Cahillane. The company recently announced plans to invest approximately US$600 million across key brands to strengthen market performance and respond to evolving consumer preferences for products with simpler ingredient lists and improved nutritional profiles.
Jell-O and Lunchables have been identified as priority brands with strong growth potential, with the company planning targeted investments to expand their market presence. Cahillane stated that the company has seen positive results when increasing support and innovation behind its established brands.
In addition to Jell-O, Kraft Heinz has recently expanded its macaroni and cheese portfolio with new protein-enriched products and premium offerings inspired by restaurant-style pasta dishes. The company has also introduced a Capri Sun beverage containing electrolytes, targeting consumers seeking products positioned between children’s drinks and adult sports beverages.
Jell-O Simply is intended to appeal particularly to younger parents who are familiar with the brand but are increasingly looking for lower-sugar products made with natural ingredients for their families. The company cited consumer research indicating that many parents actively avoid artificial sweeteners and closely monitor sugar content when selecting snacks and desserts.
Kathryn O’Brien, head of marketing for desserts at Kraft Heinz, described the launch as an important step in the company’s ongoing modernization efforts. She noted that consumers want products that combine familiar taste with ingredients they perceive as healthier and more natural.
The new product line will include gelatin and pudding mixes in flavours such as vanilla, chocolate, banana and strawberry. The ready-to-eat gelatin range will feature orange alongside new flavours including raspberry lemonade and blueberry.