Jell-O hops on the natural ingredient train with Jell-O Simply Good

When the makers of Jell-O held focus groups with kids to find out what they like, the groups of 11 and 12-year-olds were brutally honest.

While they love the “wiggly, jiggly texture” of Jell-O, they also care about what’s in the products, according to Nicole Kulwicki, Head of Marketing for Jell-O.

“We heard a lot about artificial ingredients, which was most surprising to us,” Kulwicki said. “They talked to teachers and friends at school, and they were really aware of it.”

Kulwicki said the company listened to the feedback, and the idea of Jell-O Simply Good was born.

The newly released product, which features pudding mixes made with banana and vanilla bean, and gelatin mixes flavored with real fruit juices will be sold alongside the legacy Jell-O, but in new pouch packets. Kulwicki  said the products are made without artificial dyes, flavors or preservatives.
Because the product was inspired by feedback from kids and parents, the theme of the campaign is a celebration of honesty, Kulwicki said.
Along with the release of the products, Jell-O is encouraging families to share their own thoughts on the product with the hashtag #delightfullyhonest.
But while the product has more natural ingredients, the nutritional content is similar to the legacy brand, according to Kulwicki.
The lack of change in nutritional content, could be a problem for consumers interested in not only products with less artificial ingredients, but also less sugar, according to Eric Schiffer a brand expert and  Chairman and CEO of The Patriarch Organization,, and
“With the Internet, people are now educated on the impact of sugar and its weapon grade effect on the body,” Schiffer said. “Consumers are looking for healthy options.”
Schiffer said many products have responded to consumers desires for healthier options by creating products with natural ingredients and marketing heavily on the lack of "artificial ingredients" and dyes.
While Jell-O currently has an assortment of sugar-free options, Schiffer notes that many brands will have to continue the push towards sugar-free or as close as they can.
“You are going to see brands continue to shift otherwise they are going to be beaten down in the marketplace.”
Follow @MaryBowerman on Twitter. 


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