PITTSBURGH — “A toy you can eat” is how The Kraft Heinz Co. describes its latest launch. Debuting this summer, Jell-O Play recasts the 121-year-old dessert brand in a line of interactive kits that include plastic molds, edible stickers or cookie cutters in various shapes.
“We want to inspire parents and kids to set their imagination free with a line of gelatin toys celebrating free play and fun,” said Katy Marshall, marketing and sales lead of Springboard, the new Kraft Heinz platform dedicated to accelerating food brands. “Jell-O Play is a toy you can eat. There are no rules to what you can make when you let your creativity out of your head, onto your plate, and into your mouth.”
Jell-O Play products are priced under $5 and will be launching in retail stores nationwide throughout the summer. Available in ocean, jungle and construction themes, the Jell-O Play Build & Eat Kit contains plastic molds that transform gelatin into building blocks. Jell-O Play Cutters Kits include gelatin mixes and cookie cutters featuring shapes of animals, dinosaurs and more. Jell-O Play with Edible Stickers features instant pudding mix in chocolate “edible mud” and vanilla “edible sand” varieties.
The Springboard platform was created to develop brands within one of four pillars: natural and organic; specialty and craft; health and performance; and experiential brands. Kraft Heinz is seeking to partner with start-ups through an incubator program while accelerating brands within its portfolio, such as Jell-O.
Food Business News first reported on the introduction of Jell-O Play in March, following a presentation from Springboard general manager Sergio Eleuterio at Natural Products Expo West in Anaheim, Calif. There, Mr. Eleuterio provided a first look at the new product line, describing it as not a dessert or a snack, but “a creative opportunity.”
“Jell-O as a category, desserts, snacks — everyone in this country has some type of experience with it,” he said. “But the category has been declining for the last 10 years. We say that Jell-O … you’re not too sweet to be an M&M, and you’re not that healthy like a yogurt or something like that. So, we were misplaced, and we took that as an opportunity instead of a problem.”