Kraft Heinz introduces dye-free Jell-O line as company reshapes snack portfolio

USA – Kraft Heinz has launched a new version of its Jell-O dessert line without artificial dyes as the packaged food manufacturer continues adjusting its product portfolio to reflect changing consumer preferences and support its wider turnaround strategy.

The company said the new range, called Jell-O Simply, excludes certified synthetic colours and artificial sweeteners while also containing 25% less sugar than the standard ready to eat Jell-O products currently sold in stores.

At the same time, Kraft Heinz stated that it intends to remove certified artificial colours from its full product range by the end of 2027, a move that will also apply to existing Jell-O products already on the market.

Focus on simpler ingredient lists

The launch forms part of a broader effort by Kraft Heinz to revive sales growth through increased investment in brands the company believes have stronger long term prospects, with chief executive Steven Cahillane recently outlining plans to spend US$600 million on product development and brand expansion initiatives.

During an earnings call earlier this month, Cahillane identified Jell-O and Lunchables as two brands where Kraft Heinz sees room to increase market share, adding that the company intends to direct spending selectively toward products considered capable of attracting more consumers.

Meanwhile, Kraft Heinz has also expanded its investment into other established brands, including the introduction of a higher protein version of its macaroni and cheese products as well as a premium pasta line designed to resemble restaurant style meals.

The company has additionally moved deeper into the hydration category through a new Capri Sun product containing electrolytes that is aimed at consumers seeking alternatives positioned between children’s beverages and sports drinks for adults.

New flavours and product formats

Kraft Heinz said Jell-O Simply is being added permanently to its dessert portfolio and is aimed largely at younger parents who are seeking products with lower sugar levels and more recognisable ingredients while still purchasing familiar household brands.

According to data cited by Kraft Heinz from Mintel, around half of parents are actively avoiding artificial sweeteners, while one in three identified sugar content as their leading concern when purchasing snacks and desserts for their families.

Kathryn O’Brien, who leads dessert marketing at Kraft Heinz, described the launch as part of the company’s wider product modernisation efforts focused on balancing taste expectations with ingredient changes requested by consumers.

The new range will include gelatin and pudding mixes in vanilla, chocolate, banana and strawberry flavours, while the ready to eat cups will be sold in orange alongside raspberry lemonade and blueberry varieties.

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