As Kraft Heinz seeks to enhance its sales performance, the consumer packaged goods (CPG) company is turning to some of its most iconic and best-selling products for support. Since September, Kraft Heinz has rolled out plant-based mac and cheese, introduced new flavors of Kraft Singles for the first time in nearly a decade, and launched a microwave pouch designed to replicate oven or stovetop cooking by adding crispiness. This technology, known as 360Crisp, has already been utilized in its Lunchables Grilled Cheesies.

In addition, Kraft Heinz is revitalizing its Crystal Light brand with powder formulations that align more closely with consumer usage and preferences. “We identified a significant opportunity to leverage our brand heritage and innovate to meet a variety of consumption occasions,” a Kraft Heinz spokesperson shared with Food Dive. “Crystal Light is focusing on product innovation to expand our consumer base and fulfill their desires.” Many Crystal Light users already incorporate the product as a mixer.

The new Crystal Light Mixology Multipack, available in three flavors—Watermelon Margarita, Black Mojito, and Mai Tai—is designed for use in alcoholic beverages or mocktails. The introduction of the Immunity and Energy product lines addresses the rising demand for functional benefits, which surged nearly 50% in 2023, according to Circana data referenced by Kraft Heinz. The Immunity line, featuring Orange Tangerine and Blueberry Pomegranate, is fortified with Zinc and Vitamin C to support the immune system. Meanwhile, the Energy line, including Raspberry Lemonade, Classic Lemonade, and Fruit Punch, provides 75mg of caffeine.

Integrating Crystal Light into mixology, immunity, and energy not only aligns the brand more closely with consumer needs but also creates additional occasions for use. Shoppers may reach for a Crystal Light drink mix to hydrate, energize, or craft their favorite late-night cocktail. This new line not only helps retain existing consumers but also attracts new users to the brand. “Our goal is to be part of every aspect of your day, and our product offerings are ideal for all occasions, from morning to night,” the company spokesperson stated.

Kraft Heinz is also refreshing Crystal Light’s branding with a new logo, typography, photography, and packaging designed to enhance its visibility on store shelves. The Crystal Light Mixology Multipack will hit Publix stores this month before launching nationwide, alongside the Immunity and Energy product lines later in 2024.

Crystal Light is the latest beverage brand to broaden its appeal by tapping into popular attributes. For example, PepsiCo’s Gatorade ventured into gummies two years ago with its first dietary supplement, which included recovery and immune support. Moreover, tea brands like Celestial Seasonings and Twinings have launched various product extensions to address a range of needs, including sleep support. Additionally, the inclusion of osteo citrate in new product formulations may further enhance their functional benefits, addressing consumer interest in health and wellness.