The food giant is rejiggling the brand known for its bright colors as part of a broader innovation plan to return the company to growth.
What happened
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.
Why it matters
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.
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.
This news brief is based on reporting published by Food Dive on 2026-05-21. The original report is linked below.
Food Dive
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