Kraft Heinz Co. has introduced Jell-O Simply, a new line of pre-made gelatin products that replace synthetic colors and artificial sweeteners with fruit juice and natural extracts. The move aims to meet growing consumer demand for foods with natural ingredients and reduced sugar content.
Product Details
Jell-O Simply is available in three flavors: orange, raspberry lemonade, and blueberry. The company states that these products contain at least 25% less sugar than regular Jell-O and are colored using vegetable juice, fruit juice, and an extract from turmeric roots. The ready-to-eat range is now in stores, with an expansion planned for August to include vanilla and chocolate instant pudding, as well as banana and strawberry gelatin mixes.
Market Trends and Pressures
Consumer preferences have shifted toward natural ingredients, impacting sales of artificially colored products like traditional Jell-O. According to NielsenIQ, industrywide sales of pre-made gelatin have declined 21% over the past four years, while gelatin mix unit sales fell 4%. Additionally, regulatory pressure has mounted: the FDA banned Red 3 dye under the Biden administration, and Trump administration officials have urged voluntary phase-outs of other petroleum-based artificial colors. Retailers like Target have also committed to removing synthetic colors from their shelves.
Kraft Heinz pledged last summer to eliminate artificial dyes from its U.S. products by 2027, noting that 90% of its portfolio already lacks synthetic dyes. However, brands such as Jell-O, Kool-Aid, and Crystal Light still contain them. The company previously removed artificial colors from its macaroni and cheese in 2016.
Brand Evolution
Kathryn O’Brien, Kraft Heinz’s head of marketing for desserts, described Jell-O Simply as a “meaningful evolution” for the 125-year-old brand. She emphasized that the product retains the classic jiggle and taste of Jell-O while offering vibrant colors from natural sources. “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,” O’Brien said in a statement.
Jell-O Simply is a permanent addition to the portfolio and will remain even after artificial colors are removed from the rest of the Jell-O lineup next year. Regular Jell-O may still contain artificial sweeteners.
Ingredients and Pricing
Like traditional Jell-O, Jell-O Simply’s primary ingredient is gelatin, a colorless, flavorless substance derived from animal collagen sourced from the skin, bones, and connective tissues of cows, pigs, or fish. Consumers will pay a premium for the natural version: a Jell-O Simply pre-made four-pack costs $3.99, which is 46 cents more than a regular Jell-O four-pack.
