Dive Brief:

• Jell-O today (July 27) revealed a new logo and updated packaging for the first time in 10 years, per details shared with Marketing Dive. The Kraft Heinz brand worked with Brand Opus on the effort.
• The rebrand, which will be rolled out across the brand's entire portfolio starting this month, features a new visual identity that positions the brand for a new generation of parents with a modern aesthetic that nods to its playful, colorful roots.
• Jell-O is the 18th Kraft Heinz brand to get a refresh over the last three years amid an industry-wide rebranding trend that has seen marketers update their visual looks to engage with changing consumers.

Dive Insight:

Jell-O is the latest CPG brand to get a makeover as marketers look to connect with consumers — and a new generation of parents — whose tastes and priorities continue to change. For Kraft Heinz, that meant updating a 178-year-old brand with an eye on the present and future, without straying too far from its playful roots. Playful experimentation is evident in how foodies on social media have driven interest in gelatin-based cakes and frozen treats made with Jell-O.

"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 take a look at our packaging and bring Jell-O into the future in a bold, playful, wonder-filled way," said Kristina Hannant, associate director of desserts at Kraft Heinz, in a statement.

The result, crafted with global branding agency Brand Opus, includes a still-recognizable logo that is "loud, proud and simple" in a font that suggests three dimensions. The brand will move away from literal depictions of fruit and pudding on its products and toward more sensorial imagery that suggests the iconic Jell-O jiggle. 

The new design also highlights the fact that select products contain no sugar in a move to connect with younger consumers who are increasingly concerned with healthier snacks. The rebrand will roll out across the entire Jell-O portfolio, including pudding, gelatin, cups and boxes, starting this month.

With the rebrand, Jell-O becomes the 18th Kraft Heinz label to get a refresh over the last three years. Rebranding efforts across many consumer-facing brands kicked off in earnest during the pandemic as marketers sought to stay connected with consumers seeking comfort and familiarity, and have continued apace this year as marketers work to maintain those connections during changing tides.

Kraft Heinz debuted its first master brand identity in June 2020, and the company has since rebranded Oscar Mayer, Kraft Mac & Cheese and Kraft Singles, among other products. Heinz also unified its global creative strategy under one brand platform for the first time in its over 150-year history.