Jell-O's First Rebrand In 10 Years Is Giving Gen Z

First launched in 1845 and once an icon of mid-century Americana, Jell-O is getting a decades-in-the-making makeover in 2023. The company has now unveiled a rebrand, complete with new logos and graphics, that was done in an attempt to appeal to a wider, younger demographic. The changes represent the first time the company has revamped its look in 10 years, and, according to a press release, helps "positions the brand for relevance today and in the future amongst the new generation of parents."

Starting with a new logo, it has a more colorful, blockier look that's distinct from its previous thinner, sparkling iteration; it's meant to still be recognizable but visually call out the "O" in Jell-O. The art on the new packaging — for both gelatin products and pudding cups and boxes — also notably omits literal images of fruit and dessert, replacing them with more creative, artier interpretations and jiggly Jell-O shapes. As well, the text on applicable boxes also updates to the term "zero sugar" instead of "sugar-free," following terminology other major brands have started to use.

The changes to the Jell-O brand are the latest pivot of parent company, Kraft Heinz, to update its long list of products, including 18 other redesigns within the last three years, also including Kraft Mac & Cheese and Shake 'N Bake.