Within the competitive $72.46 bn powdered beverage market, Crystal Light’s rebrand “displays bright and radiant refreshment cues to communicate all-day permissibility,” while its product lines, Immunity, Energy and Mixology, “align with the growing functional benefits trend by offering an elevated beverage experience," a company spokesperson tol FoodNavigator-USA.
Containing 10 calories per packet, each of the zero-sugar mixes sweetened with aspartame, touts a functional benefit. Immunity Support contains zinc, and there is vitamin C in the Orange Tangerine and Blueberry Pomegranate flavors. The Raspberry lemonade, Classic Lemonade and Fruit Punch-flavored Energy Boost options contain 75 mg of caffeine.
Tapping into the mocktail trend, Crystal Light’s cocktail-inspired multipack mix features Watermelon Margarita, Blackberry Mojito and Mai Tai flavors, aligning with the growing non-alcohol beverage sector which accounts for two-thirds of the no/low alcohol category volumes.
The company cites growing interest among consumers, particularly Gen X, “which make up 41% of functional beverage consumers,” who are looking for active benefits in their beverages across different usage occasions.
From adaptogens that intend to provide cognitive support and caffeine for energy, to probiotics for gut health and herb blends for stress, consumers are seeking a variety of beverage formats to address their shifting needs from morning to night. Ready-to-go formats, like powdered packets and tablets, allow for an added level of convenience, along with shelf stability.
Jeremy Kross, Kraft Heinz Company’s associate director of PSB beverage mixes said in a statement that Crystal Light’s new offering intends to deliver to consumers “whatever they may need throughout the day, whether it’s a morning immunity boost, an afternoon refresh or an evening unwind.”
Kross added, “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.”