The Mixology line offers cocktail-inspired flavors like Watermelon Margarita, Black Mojito, and Mai Tai, catering to both cocktail enthusiasts and the sober-curious. Additionally, the Immunity and Energy lines address the growing consumer demand for functional beverages, with the Immunity line featuring Zinc and Vitamin C-enriched flavors, and the Energy line providing a caffeine boost. Jeremy Kross of Kraft Heinz highlights the initiative as a response to consumer desires for functional benefits throughout the day.
The rebranding effort introduces vibrant packaging and design elements to enhance shelf presence and appeal to health-conscious consumers. Available initially at Publix, these offerings will be distributed nationwide throughout 2024, promising an elevated beverage experience for Crystal Light consumers.