Jell-O is shaking things up with its first makeover in ten years, joining a growing list of consumer-packaged goods (CPG) brands that are revamping their image to connect with evolving consumer tastes and a new generation of parents. Kraft Heinz, the parent company, undertook the task of modernizing the 178-year-old brand, striving to retain its playful essence while aligning with current and future trends. The role of playful experimentation with Jell-O in creating gelatin-based cakes and frozen treats, popularized by food enthusiasts on social media, is a testament to this spirit.
Kristina Hannant, associate director of desserts at Kraft Heinz, emphasized the brand’s commitment to delight customers of all generations. She stated, “As ‘America’s Most Famous Dessert’, we aim to transcend generations and want to continue bringing our customers on a never-ending flavor journey. After 10 years, it was time to revamp our packaging and propel Jell-O into the future in a bold, playful, wonder-filled way.”
The rebranding, executed with the help of global branding agency Brand Opus, showcases a still-recognizable logo that is “loud, proud, and simple” with a three-dimensional style font. Moreover, the company decided to move away from literal images of fruit and pudding on their products, instead adopting more sensorial imagery that suggests the iconic Jell-O jiggle.
Additionally, the new design will highlight that certain products contain no sugar, in a bid to appeal to younger, health-conscious consumers. The rebrand will be implemented across all Jell-O offerings, including pudding, gelatin, cups, and boxes, starting this month.
Jell-O’s revamp is part of a broader movement within Kraft Heinz, marking it as the 18th brand to be refreshed in the last three years. The company initiated a wave of rebranding during the pandemic to maintain connections with consumers seeking comfort and familiarity. This trend continues as brands strive to preserve these connections amidst shifting consumer habits.
Following its first master brand identity debut in June 2020, Kraft Heinz has successfully rebranded several of its labels, including Oscar Mayer, Kraft Mac & Cheese, and Kraft Singles. For the first time in over 150 years, Heinz has also consolidated its global creative strategy under a single brand platform.