Crystal Light announces first brand expansion in over a decade

The Crystal Light brand of powdered beverage has announced three additions to its portfolio, marking the first product expansion in more than a decade.

The expanded line now includes Crystal Light Mixology Multipack for mocktail drinkers – these productions are available in cocktail-inspired Watermelon Margarita, Black Mojito and Mai Tai flavors.

Also being offered is the launch of new Immunity line (featuring Orange Tangerine and Blueberry Pomegranate flavors with Zinc and Vitamin C enhancements to help support the immune system) and the Energy line (featuring Raspberry Lemonade, Classic Lemonade and Fruit Punch flavors along with 75mg of caffeine). The products will be rolling out in national retail channels later this year.

“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,” said Jeremy Kross, associate director for PSB Beverage Mixes at the brand’s parent Kraft Heinz Company (NASDAQ: KHC). “We’re thrilled that our fans will have a Crystal Light offering that delivers on whatever they may need throughout the day – whether it’s a morning energy boost, an afternoon refresh, or an evening unwind.”

The Crystal Light rebrand will also feature a dynamic new logo, typography, photography and packaging. The new graphics display bright and radiant refreshment cues designed to enhance Crystal Light’s presence on shelf and highlight supporting ingredients. The change was inspired by consumers seeking products that are not only better-for-you but taste great.