Jell-O is getting a new look with updated packaging and logos as the brand tries to target parents and kids with a simpler, more colorful aesthetic.

The updated packaging is more modern, with fruits on the boxes having a more cartoonish look to “re-imagine how the flavors can come to life in a playful, sensorial way,” according to Kraft Heinz. The Jell-O logo is more 3-D looking with a slightly elevated “O.” Packages of what was previously labeled “sugar free“ Jell-O now show that the product has “zero sugar.”

The new design is Jell-O's first change since 2013. 

“In an effort to continue to resonate with younger generations and meet their evolving needs, we've decided to renovate and reinvigorate our iconic brand,” Kristina Hannant, associate director of desserts at Kraft Heinz, said in a statement. “In addition, we also wanted to modernize our claims to further highlight Jell-O’s permissibility and variety of options available to our consumers, like Zero Sugar.”

The new look from BrandOpus will be rolled out across the entire Jell-O portfolio, including pudding, gelatin, cups and boxes and will be found in stores starting this month. BrandOpus also worked on Oscar Mayer’s updated look in 2021.

“With the Jell-O renovation, we’re bringing back the jiggly fun and harnessing the wonder that the brand brings to adults and kids alike,” Rebecca Williams, creative director at BrandOpus, said in a statement. “Working with the team at Kraft Heinz, we’ve loved taking on the task of reimagining and reinvigorating the brand for the next generation of parents.”

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Kraft Heinz isn't planning TV commercials or social campaigns to promote the look, instead focusing on PR, in-store support and e-commerce advertising. 

Kraft Heinz tried a brand comeback for Jell-O a decade ago, but Jell-O’s sales have stayed stagnant. In 2022, they were $688 million, according to Circana.

Jello-O is the latest Kraft Heinz brand to undergo a facelift in the last three years, following others including Kraft Singles, Velveeta, Kraft Mac & Cheese and Lunchables.