Kool-Aid to launch electrolyte packets with no artificial dyes as part of Kraft Heinz makeover

Kool-Aid Hydration is launching with three flavors: grape, tropical punch and blue raspberry lemonade. Source: Kool-Aid Kool-Aid is launching electrolyte packets made without artificial dyes, aimed at reaching consumers who want to hydrate, but not for Gatorade or Liquid I.V. prices. The new product is part of parent company Kraft Heinz's broader plan to modernize its portfolio and reverse a sales slump that has lasted nearly a decade. Its top brands, including Capri Sun, Oscar Mayer and Kraft Mac & Cheese, have struggled as consumers have sought fresher and more nutritious options to feed and hydrate their families. One year shy of its 100th birthday, Kool-Aid is — somehow — on the younger end of Kraft Heinz's portfolio. But its relative youth and iconic mascot have not shielded the brand from many of the same issues dogging the company's older brands, such as Maxwell House and Philadelphia. Earlier this year, Kraft Heinz said it was pausing its previously announced plans to split the company in two. CEO Steve Cahillane said that many of the company's issues were "fixable" and committed to investing $600 million to fuel a turnaround of its U.S. business. Kool-Aid is part of that plan. Investment in the brand is slated to increase 70% this year compared with 2025, according to Kraft Heinz. Some of that money went into the development and launch of Kool-Aid Hydration. …