Kraft Heinz’s Jell-O partners with Girl Scouts on pudding cups

Dive Brief:

• Kraft Heinz’s Jell-O brand is rolling out Girl Scout Pudding Cups, the company said in a statement. They are available in Thin Mints and Coconut Caramel cookie flavors. 
• The pudding cups introduce a brand-new format for Jell-O in pudding combined with a mixable cookie crumble topping.
• Jell-O Girl Scout Pudding Cups are available in two-packs at retailers nationwide for $2.99 starting this month.  

Dive Insight:

As companies such as Kraft Heinz look to innovate and grow their portfolio of existing brands, licensing deals have proven to be a popular channel. Few have been as attractive as the Girl Scouts organization and their cookies. Breyers Ice Cream, Nesquik beverages, Coffee-mate creamers and Quaker Chewy granola bars are just a few of the brands that have featured the organization’s cookie flavors in their products.

Jell-O is the No. 1 brand in the refrigerated desserts category, which has grown by 33% during the last 5 years, Kraft Heinz said. The move by the more than century-old Jell-O brand to partner with the popular cookie not only gives the company a new product to offer but increases its reach with a broader population that loves the sweet treat and would be interested in trying the pudding as a result.

The food and beverage giant is looking to generate $2 billion in incremental net sales by 2027. Just last year, Jell-O revealed a new logo and updated packaging for the first time in a decade. Other products owned by Kraft Heinz that have received updated packaging or new product extensions recently include Ore-Ida, Crystal Light, Kraft Singles, liquid concentrate Mio and Kraft Macaroni & Cheese.