Kraft Foods extended its Jell-O brand’s sugar-free range with three new antioxidant-rich flavorings: Açaí, Raspberry Goji and Wolfberry. Kraft capitalizes on the thriving Superfruit trend in a very clear attempt to market these Jell-O variants as a permissible treat for health-conscious women. Gelatin is mostly viewed as a snack for children, and Jell-O is one brand in particular that has long marketed its products as a healthy snack for mothers to give to their children. More recently, the brand has broadened its consumer base, with the low-carb trend in the early part of this decade and its sponsorship of NBC’s The Biggest Loser for purposes of targeting more adults. With low-carb diets no longer in vogue, pursuing the Superfruit stance was a logical next step for Jell-O. Though Superfruits are emerging in nearly every product group--from toothpaste to jelly beans--this is one of the first instances where Superfruits have appeared in the gelatin market, placing the Jell-O ahead of its competitors in terms of innovative formulations.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail mhollihan@mintel.com.