As the leader in the powdered beverage category for more than 40 years, Crystal Light unveiled a new logo, marking a bold refresh for the brand. The brand also debuted three additions to its portfolio for the first time in over a decade with the launch of Mixology, Immunity and Energy product lines.

The Crystal Light rebrand will 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, it says. The change was inspired by consumers seeking products that are not only better-for-you but taste great, the company adds.

The new product lines ― Mixology, Immunity and Energy ― offer an elevated beverage experience with cocktail-inspired flavors, immunity-supporting zinc and vitamin C, and energizing caffeine.

As many Crystal Light consumers already use the product as a mixer, the new Crystal Light Mixology Multipack offers a simple solution for crafting cocktails in one’s kitchen. With nearly 30% of Americans aiming to drink less alcohol, based on research from NCSolutions, the flavors also cater to sober-curious consumers by providing mocktail options. The Crystal Light Mixology Multipack is available in three cocktail-inspired flavors” Watermelon Margarita, Black Mojito and Mai Tai.

Further, Crystal Light’s product expansion includes the launch of new Immunity and Energy product lines, tapping into the category’s functional benefits space, which grew almost 50% in 2023, citing Circana data. The Immunity line, featuring Orange Tangerine and Blueberry Pomegranate, is enhanced with zinc and vitamin C to help support the immune system. The Energy line, featuring Raspberry Lemonade, Classic Lemonade and Fruit Punch, delivers 75 mg of caffeine for an energizing kick in every serving.

“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,” says Jeremy Kross, associate director of PSB Beverage Mixes at the Kraft Heinz Co., in a statement. “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 Mixology Multipack will be available at Publix in February and rolling out nationwide, along with Crystal Light’s Immunity and Energy product lines, later in 2024.