Crystal Light Debuts Bold Brand Refresh with First Innovations and Logo Change in Over a Decade
06 February 2024 - 10:00PM
Business Wire
With new Mixology, Immunity and Energy
offerings, Crystal Light raises the bar on refreshment and delivers
functional benefits to elevate every occasion
Today, the Crystal Light® brand debuts three innovative
additions to its portfolio for the first time in over a decade with
the launch of Mixology, Immunity and Energy product lines. As the
leader in the powdered beverage category for over 40 years, Crystal
Light also unveils a new logo, marking a bold refresh that
redefines itself as the go-to for zero-sugar, low calorie
refreshment that tastes great. The new product lines – Mixology,
Immunity and Energy – offer an elevated beverage experience with
cocktail-inspired flavors, immunity-supporting Zinc and Vitamin C,
and energizing caffeine to help uplift your day.
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Crystal Light Debuts Bold Brand Refresh
with First Innovations and Logo Change in Over a Decade (Graphic:
Business Wire)
As many Crystal Light consumers already use the product as a
mixer, the new Crystal Light Mixology Multipack offers a simple
solution for crafting your favorite cocktails in your own kitchen.
With nearly 30% of Americans aiming to drink less alcohol*, the
flavors also cater to sober-curious consumers by providing
delicious mocktail options. The Crystal Light Mixology Multipack is
available in three cocktail-inspired flavors – Watermelon
Margarita, Black Mojito and Mai Tai.
Further, Crystal Light’s product expansion includes the launch
of new Immunity and Energy product lines, tapping into the
category’s functional benefits space, which grew almost 50 percent
in 2023**. The Immunity line, featuring Orange Tangerine and
Blueberry Pomegranate, is enhanced with Zinc and Vitamin C to help
support the immune system. The Energy line, featuring Raspberry
Lemonade, Classic Lemonade and Fruit Punch, delivers 75mg of
caffeine for an energizing kick in every serving.
“We know consumers are increasingly seeking a wider variety of
functional benefits, and as the longstanding leader in the powdered
beverage space, we saw an exciting opportunity to innovate around
our fans’ evolving preferences,” says Jeremy Kross, Associate
Director, PSB Beverage Mixes at the Kraft Heinz Company. “We’re
thrilled that our fans will have a Crystal Light offering that
delivers on whatever they may need throughout the day – whether
it’s a morning energy boost, an afternoon refresh, or an evening
unwind.”
The Crystal Light rebrand will also feature a dynamic new logo,
typography, photography and packaging. The new graphics display
bright and radiant refreshment cues designed to enhance Crystal
Light’s presence on shelf and highlight supporting ingredients. The
change was inspired by consumers seeking products that are not only
better-for-you but taste great.
The Crystal Light Mixology Multipack will be available at Publix
in February and rolling out nationwide, along with Crystal Light’s
Immunity and Energy product lines, later in 2024.
ABOUT KRAFT HEINZ COMPANY
We are driving transformation at The Kraft Heinz Company
(Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious.
Consumers are at the center of everything we do. With 2022 net
sales of approximately $26 billion, we are committed to growing our
iconic and emerging food and beverage brands on a global scale. We
leverage our scale and agility to unleash the full power of Kraft
Heinz across a portfolio of six consumer-driven product platforms.
As global citizens, we’re dedicated to making a sustainable,
ethical impact while helping feed the world in healthy, responsible
ways. Learn more about our journey by visiting
www.kraftheinzcompany.com or following us on LinkedIn.
*Source: NCSolutions - Sober Curious Nation: One in Three
Americans are Trying to Drink Less Alcohol in 2023 **Source:
Circana. Functional vs Non Functional Powdered Beverages. Total US
– Multi Outlet + Conv. Calendar Year 2023 Ending 12-31-23
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version on businesswire.com: https://www.businesswire.com/news/home/20240206372198/en/
MEDIA ALISON BROD MARKETING COMMUNICATIONS
Kraftheinz@abmc-us.com THE KRAFT HEINZ COMPANY
hannah.donohue@kraftheinz.com
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