Crystal Light has debuted a brand refresh that features an updated logo and three additions to its portfolio.
The new products – Mixology, Immunity and Energy – offer an enhanced beverage experience with cocktail-inspired flavors, immunity-supporting Zinc and Vitamin C and caffeine.
The Crystal Light Mixology Multipack offers a solution for customers wanting to make cocktails at home. The Crystal Light Mixology Multipack is available in three flavors: Watermelon Margarita, Black Mojito and Mai Tai.
The expansion includes the launch of Immunity and Energy product lines, tapping into the category’s functional benefits space, which grew nearly 50 percent in 2023.
The Immunity line, with Orange Tangerine and Blueberry Pomegranate, features Zinc and Vitamin C to help support the immune system. The Energy line, featuring Raspberry Lemonade, Classic Lemonade and Fruit Punch, has 75 mg of caffeine.
“We know consumers are increasingly seeking a wider variety of functional benefits, and as the longstanding leader in the powdered beverage space, we saw an exciting opportunity to innovate around our fans’ evolving preferences,” said Jeremy Kross, associate director, PSB Beverage Mixes at the Kraft Heinz Co.
“We’re thrilled that our fans will have a Crystal Light offering that delivers on whatever they may need throughout the day – whether it’s a morning energy boost, an afternoon refresh or an evening unwind.”
The rebrand also features a new logo, typography, photography and packaging. According to the company, the graphics display “bright and radiant refreshment cues” designed to enhance Crystal Light’s presence on shelf and highlight supporting ingredients.
The Crystal Light Mixology Multipack is rolling out nationwide, with the Immunity and Energy product lines to follow later in the year.
Read more packaging news from The Shelby Report.