Kraft Heinz debuts first major Crystal Light innovations in more than 10 years

Kraft Heinz’s Crystal Light brand is launching three major additions to its portfolio for the first time in more than a decade with Mixology, Immunity and Energy products, the company said in a statement. The new line taps into two popular areas: mixed drinks, where Crystal Light is already used by consumers, and functional attributes.

Kraft Heinz said many Crystal Light consumers already use it as a mixer. The Crystal Light Mixology Multipack is available in three flavors — Watermelon Margarita, Black Mojito and Mai Tai — that are compatible in an alcoholic drink or a mocktail.

The launch of the new Immunity and Energy product lines taps into surging demand for functional benefits, which grew almost 50% in 2023, according to Circana data cited by Kraft Heinz. 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.

The decision to bring Crystal Light into mixology, immunity and energy not only places the brand closer to the needs of the consumer but it creates more occasions when people might want to use it.

Crystal Light is the latest Kraft Heinz brand that is undergoing its first major innovation in years as the food and beverage giant looks to generate $2 billion in incremental net sales by 2027.

Food Dive