PITTSBURGH — The Kraft Heinz Co. is tapping into toy trends such as unicorns, monsters and everything messy with the launch of Jell-O Play Edible Slime. The slime is available in strawberry-flavored Unicorn and lime-flavored Monster varieties.

The new Jell-O Play products were developed to fall in line with the slime social media phenomenon. More than 20 million slime-related posts have popped up on Instagram, thousands of “how to” slime videos are circulating on YouTube, and do-it-yourself edible slime recipes run rampant on Pinterest, Kraft Heinz said.

“Until today, there hasn’t been an edible slime available from a national brand,” Kraft Heinz said. “Now, the Jell-O Play platform includes slime, adding an edible twist to one of the hottest trends in toys and furthering the brand’s mission to inspire families to engage in creative play.”

Jell-O SlimeEach canister of Jell-O Play Edible Slime makes two batches of slime with the addition of water to the pre-made mix. The slime is 100% edible and washes away with soap and warm water.

“Jell-O Play is all about encouraging and enabling bonding time between parents and kids,” said Michael Hartley, senior associate brand manager for Jell-O Play. “With new Jell-O Play Edible Slime, the entire family can have fun creating, stretching, and even eating slime.”

The debut of Jell-O Play Edible Slime follows the brand’s introduction of Jell-O Play edible toys in June. The Jell-O Play portfolio now includes Edible Slime, Build & Eat Kits, Cutters Kits and Jell-O Play with Edible Stickers.