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Kool-Aid is launching electrolyte packets made without artificial dyes, aimed at reaching consumers who want to hydrate, but not for Gatorade or Liquid I.V. prices.
The new product is part of parent company Kraft Heinz’s
broader plan to modernize its portfolio and reverse a sales slump that has lasted nearly a decade. Its top brands, including Capri Sun, Oscar Mayer and Kraft Mac & Cheese, have struggled as consumers have sought fresher and more nutritious options to feed and hydrate their families.
One year shy of its 100th birthday, Kool-Aid is — somehow — on the younger end of Kraft Heinz’s portfolio. But its relative youth and iconic mascot have not shielded the brand from many of the same issues dogging the company’s older brands, such as Maxwell House and Philadelphia.
