Kraft Heinz just introduced Jell-O Simply, a new line that reworks the familiar gelatin dessert without FD&C colors or artificial sweeteners. Jell-O has split American dinner tables for generations, prized by some and dreaded by others, depending on who’s setting the table and which decade they grew up in. With this launch, Kraft Heinz is betting that a formula built around simpler ingredients and less sugar can appeal to label-conscious shoppers without asking them to give up the dessert they remember.
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qm%96 5:G:56 @G6C y6==\~ 92D ?6G6C C62==J 366? 23@FE 7=2G@C D@ >F49 2D E96 >6>@C:6D A6@A=6 2EE249 E@ :E] u@C A6@A=6 H9@ 8C6H FA D6EE:?8 2 =:>6\8C66? >@=5 @? E96 9@=:52J E23=6 36EH66? E96 >2D965 A@E2E@6D 2?5 E96 92>[ E96 5:D9 C625D 2D 2 46=63C2E:@?[ 3C:89E 2?5 2 =:EE=6 E962EC:42=[ @7E6? A2DD65 5@H? E9C@F89 2 72>:=J C64:A6 42C5 :? D@>6@?6’D 8C2?5>@E96C’D 92?5HC:E:?8] u@C A6@A=6 H9@ 8C6H FA H2E49:?8 E92E D2>6 >@=5 2CC:G6 2E 2 82E96C:?8 2?5 BF:6E=J 5:D2AA62C F?E@F4965[ :E C625D :?DE625 2D 2 ;@<6[ 2 AC6D6CG65 2CE:724E @7 2 564256 ?@3@5J 2D<65 E@ C6=:G6]k^Am
kA 4=2DDlQHA\3=@4<\A2C28C2A9QmzC27E w6:?K 56E2:=65 E96 492?86 :? :ED @77:4:2= k2 9C67lQ9EEADi^^?6HD]<C27E96:?K4@>A2?J]4@>^AC6DD\C6=62D6D\56E2:=D^a_ae^yt{{\~\&D96CD\:?\2\}6H\tC2\H:E9\x?EC@5F4E:@?\@7\yt{{\~\$:>A=J\|256\H:E9\}@\usr\r@=@CD\@C\pCE:7:4:2=\$H66E6?6CD^5672F=E]2DAIQ C6=lQ?@7@==@HQm2??@F?46>6?E @7 y6==\~ $:>A=Jk^2m[ 56D4C:3:?8 :E 2D 2 A6C>2?6?E 255:E:@? E@ E96 3C2?5’D A@CE7@=:@ C2E96C E92? 2 7F== @G6C92F= @7 EC25:E:@?2= y6==\~] %96 =:?6 5C@AD usU2>Ajr 4@=@CD[ E96 DJ?E96E:4 5J6D 46CE:7:65 7@C 7@@5 FD6 F?56C E96 u656C2= u@@5[ sCF8 2?5 r@D>6E:4 p4E[ 2=@?8 H:E9 2CE:7:4:2= DH66E6?6CD] %96 4@>A2?J D2:5 E96 492?86 C6DA@?5D E@ A2C6?ED’ 56>2?5 7@C D:>A=6C :?8C65:6?ED 2?5 =6DD DF82C H:E9@FE 8:G:?8 FA 72>:=:2C 3C2?5D]k^Am
k9a 4=2DDlQHA\3=@4<\9625:?8Qmx?D:56 E96 ?6H y6==\~ $:>A=J =:?6k^9am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qm%96 C625J\E@\62E =:?6 :D 2=C625J 2G2:=23=6 :? ~C2?86[ #2DA36CCJ {6>@?256 2?5 q=F636CCJ[ >256 H:E9 C62= 7CF:E ;F:46 2?5 ?@ 2CE:7:4:2= DH66E6?6CD] v6=2E:? 2?5 :?DE2?E AF55:?8 >:I6D 2C6 D4965F=65 E@ 2CC:G6 ?2E:@?H:56 :? pF8FDE :? '2?:==2 >256 H:E9 C62= G2?:==2[ r9@4@=2E6 >256 H:E9 C62= 4@4@2[ q2?2?2 >256 H:E9 C62= 32?2?2 2?5 $EC2H36CCJ >256 H:E9 C62= DEC2H36CCJ ;F:46] zC27E w6:?K 92D 7C2>65 E96 =2F?49 2D A2CE @7 2 3C@256C A=6586 E@ C6>@G6 usU2>Ajr 4@=@CD 24C@DD :ED 6?E:C6 &?:E65 $E2E6D A@CE7@=:@ 3J E96 6?5 @7 a_af] u@C 2 3C2?5 3F:=E @? AC:>2CJ 4@=@CD[ E92E AC@>:D6 42CC:6D H6:89E]k^Am
k9a 4=2DDlQHA\3=@4<\9625:?8Qm#68F=2E@CJ AC6DDFC6 6IA=2:?D E96 E:>:?8k^9am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qm%96 492?86 4@>6D 2D 7@@5 4@>A2?:6D 7246 8C@H:?8 C68F=2E@CJ AC6DDFC6 E@ C6>@G6 DJ?E96E:4 4@=@CD[ H:E9 7656C2= 962=E9 286?4:6D D66<:?8 E@ A92D6 @FE A6EC@=6F>\32D65 5J6D 7C@> E96 7@@5 DFAA=J] r:E:?8 |:?E6=’D }FEC:E:@? (2E49 7@C z:5D[ zC27E w6:?K D2:5 :? :ED y6==\~ $:>A=J 2??@F?46>6?E E92E 92=7 @7 A2C6?ED ?@H 24E:G6=J 2G@:5 2CE:7:4:2= DH66E6?6CD[ 2?5 ` :? b C2?< DF82C 4@?E6?E 2D E96:C E@A 4@?46C?] %96D6 ?F>36CD 96=A 6IA=2:? H9J E96 ?6H =:?6’D ?2>6 5@F3=6D 2D :ED H9@=6 A:E49] %96 8@2= :D E@ AC6D6CG6 y6==\~’D 3C:89E 2AA62C2?46 H:E9@FE usU2>Ajr 4@=@CD]k^Am
k9a 4=2DDlQHA\3=@4<\9625:?8Qm%96 @?=:?6 C6G:G2= :D?’E 2 D:>A=6 C6EFC?k^9am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qm$62C49 @?=:?6[ 2?5 y6==\~ D2=25 42? =@@< =:<6 2 7F==\3=@H? 4@>6324<[ H:E9 >2?J 9@>6 4@@<D D92C:?8 D@>6 @7 E96 5:D9’D >@DE 6446?EC:4 7@C>D 24C@DD D@4:2= >65:2] ~?=:?6 :?E6C6DE :? 86=2E:? 92D E2<6? D6G6C2= 7@C>D[ 7C@> 6=23@C2E6 C6EC@ >@=5D E@ C64:A6D E92E FD6 A=2:? 86=2E:? 7@C AC@E6:?\7@CH2C5 D?24<D 2?5 H6==?6DD\7@4FD65 5C:?<D] %92E >2<6D E96 C6G:G2= 92C56C E@ 56D4C:36 2D 2 D:>A=6 C6EFC? E@ E96 7CF:E\7:==65 D2=25D @7 62C=:6C 564256D] |2?J ?6H6C C64:A6D 3@CC@H E96 :?8C65:6?E H:E9@FE C64C62E:?8 E96 @=5 46?E6CA:646]k^Am
k9a 4=2DDlQHA\3=@4<\9625:?8Qm~?6 DE2E6 ?6G6C ?66565 4@?G:?4:?8k^9am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qm{@?8 367@C6 E9:D C67@C>F=2E:@?[ @?6 DE2E6 925 2=C625J >256 :ED 766=:?8D 23@FE k2 9C67lQ9EEADi^^7@@55C:?<=:76]4@>^C65\;6==\@\2?5\C6EC@\5C62>D^Qmy6==\~k^2m H6== <?@H?] &E29’D $6?2E6 C64@8?:K65 y6==\~ 2D 2 72G@C:E6 D?24< 7@@5 @7 E96 DE2E6 :? a__`] %96 C6D@=FE:@? D2JD &E29 925 C2?<65 2D E96 ?2E:@?’D E@A A6C\42A:E2 y6==\~ 4@?DF>6C 7@C >2?J J62CD[ E9@F89 :E 2=D@ ?@E6D E92E s6D |@:?6D 3C:67=J E@@< E96 E:E=6 :? `hhh 367@C6 $2=E {2<6 r:EJ C64=2:>65 :E]k^Am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qmp? k2 9C67lQ9EEADi^^C6DE2FC2?E]@C8^65F42E:@?\2?5\C6D@FC46D^C6D@FC46\=:3C2CJ^H92ETtaTg_ThhD\9@E\:?\a_ae\4@>7@CE\962=E9\2?5\G2=F6^Q C6=lQ?@7@==@HQm:?5FDECJ 7@C642DE 7@C a_aek^2m =:DED 4@>7@CE 7@@5 2>@?8 :ED E@A EC6?5D[ 2D 5:?6CD D66< 72>:=:2C 5:D96D AC6D6?E65 :? FA52E65 7@C>D] y6==\~ $:>A=J :D @?6 6I2>A=6 @7 E92E FA52E6 92AA6?:?8 2E E96 :?8C65:6?E =6G6=[ @776C:?8 2? 62C=J =@@< 2E 2 BF6DE:@? >@C6 =6824J 4@>7@CE 3C2?5D >2J 6G6?EF2==J 7246i r@F=5 C64:A6D E92E 3F:=E 4FDE@>6C =@J2=EJ 564256D 28@ 9@=5 FA F?56C 4=@D6C D4CFE:?J 7C@> E@52J’D =236=\4@?D4:@FD D9@AA6CDn |@C6 E92? `ad J62CD 27E6C y6==\~ 7:CDE =2?565 @? p>6C:42? E23=6D[ :ED ?6H6DE A:E49 :D ?@E ?@DE2=8:2 2=@?6[ 3FE ?@DE2=8:2 E92E 42? DFCG:G6 2 4=@D6C =@@< 2E E96 :?8C65:6?ED]k^Am
kA 4=2DDlQHA\3=@4<\A2C28C2A9Qmy6??:76C p==6? :D 2 C6E:C65 AC@76DD:@?2= 4967 2?5 =@?8\E:>6 HC:E6C] w6C H@C< 2AA62CD :? 5@K6?D @7 AF3=:42E:@?D[ :?4=F5:?8 |$}[ *29@@[ %96 (2D9:?8E@? !@DE 2?5 %96 $62EE=6 %:>6D] %96D6 52JD[ D96’D 3FDJ :? E96 <:E496? 56G6=@A:?8 C64:A6D 2?5 EC2G6=:?8 E96 H@C=5[ 2?5 J@F 42? 7:?5 2== 96C 36DE 4C62E:@?D 2E k2 9C67lQ9EEADi^^4@@<H92EJ@F=@G6]4@>^Qmr@@< (92E *@F {@G6k^2m]k^Am
kAm%96 A@DE k2 9C67lQ9EEADi^^7@@55C:?<=:76]4@>^;6==\@\D2=25\5:G:D:G6\5:D9^Qmy6==\~ D2=25 :D E96 >@DE 5:G:D:G6 5:D9 :? p>6C:42? 7@@5 9:DE@CJk^2m 2AA62C65 7:CDE @? k2 9C67lQ9EEADi^^7@@55C:?<=:76]4@>Qmu@@5 sC:?< {:76k^2m]k^Am
