Kraft Reformulates Kool-Aid Drinks
Kraft Foods Inc. adds antioxidant vitamin E to its sugar-sweetened Kool-Aid formula and changes its formula for its Kool-Aid Singles so that one packet can be used to flavor 17 ounces of water. Previously, two packets were needed. Kraft also says its sugar-free Kool-Aid products have been reformulated to taste closer to regular unsweetened Kool-Aid.
"Our consumers have been telling us for a couple of years now they are looking for choices that meet their family's needs," says Kirstie Krall, senior brand manager for Kool-Aid.
Most of the drinks already fell under Kraft's nutritional guidelines introduced in 2005, which call for limited amounts of sugar, calories, fat and sodium and "meaningful" amounts of vitamins and nutrients. The sugar-sweetened variety, though, did not meet the criteria until the addition of vitamin E. The company believes that the changes were based, in part, on consumers wanting healthier options for their children.
Kraft also is launching a new ready-to-drink flavored water beverage called Kool-Aid Burstin' Waters that come in a three flavors. The caffeine-free drink has 35 calories per serving and meets Kraft's nutritional guidelines. The new and reformulated drinks were shipped to stores in January and are now on shelves.