The brand, which is part of the Kraft Heinz portfolio, is introducing its new Kool-Aid Sour Jammers.
“We know that kids love sour flavors, but there’s never been a sour beverage for kids available, until now,” Rachel Drof, the marketing director of beverages at Kraft Heinz, said. “Kool-Aid is all about bringing unexpected fun to fans everywhere, and we can’t wait until fans taste the sour twist on the Kool-Aid classics.”
Available in five flavors — snappin’ green apple, shockin’ blue raspberry, electric lemon lime, watermelon slam, and zappin’ tropical punch — each of the brand's new beverage options can be found in 10-packs that retail for $1.99 each at retailers nationwide.
In addition, the brand is launching a new campaign to support the release of the beverages, which will consist of various ads, a Snapchat feature with interactive filters and lenses, and videos of the brand's mascot crashing sweet moments with a sour twist on Instagram.