Kraft Heinz Company is launching a new "Simply" line of Jell‑O that eliminates synthetic colors and artificial sweeteners [1].
The move reflects a broader shift in the food industry to meet consumer demand for natural ingredients and cleaner labels. As a legacy brand with 130 years of history [3], Jell-O is adjusting its formulation to align with modern health preferences.
The Simply line incorporates real fruit juice and contains at least 25% less sugar than the regular Jell-O version [2]. This change targets the U.S. market, where Kraft Heinz maintains its primary operations [1].
This product launch is part of a wider corporate strategy. Kraft Heinz said it will remove all artificial dyes from its food products by the end of 2027 [4]. While the broader company-wide deadline is set for 2027, some reports indicate the Jell-O brand is implementing these recipe changes now [3].
The transition follows an industry trend toward phasing out synthetic additives. A Reuters factbox dated Feb. 27, 2024, noted that several food companies are implementing similar plans to remove artificial ingredients from their portfolios [5].
By removing artificial sweeteners and dyes, the company aims to attract health-conscious parents and consumers who avoid synthetic dyes. The use of fruit juice serves as a natural alternative to the chemical coloring agents previously used to achieve the brand's signature vibrant hues.
“Kraft Heinz Company is launching a new "Simply" line of Jell‑O that eliminates synthetic colors and artificial sweeteners”
The overhaul of a 130-year-old brand indicates that even the most established processed food products are susceptible to shifts in consumer wellness trends. By committing to a total removal of artificial dyes by 2027, Kraft Heinz is attempting to future-proof its catalog against potential regulatory changes and the growing preference for 'clean label' products in the US market.
