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JELL-O PLAY Introduces First Slime You Can Eat

JELL-O PLAY Edible Slime is Now Available on Amazon.com

PITTSBURGH & CHICAGO--(BUSINESS WIRE)--Nov. 15, 2018-- Today, JELL-O PLAYTM introduces the first edible slime launched by a major brand. The slime, which comes in strawberry-flavored Unicorn and lime-flavored Monster varieties, is JELL-O’s first launch since the brand announced its new line of JELL-O PLAY edible toys in June.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181115005105/en/

(Photo: Business Wire)

(Photo: Business Wire)

Slime has become a social media phenomenon, with more than 20 million slime-related posts on Instagram and thousands of “how to” slime videos on YouTube.1 Fans have embraced the squishy and stretchy toy as a fun and creative activity, and some studies even claim the sensation of slime improves positive feelings and relaxation.2 While do-it-yourself edible slime recipes are popular on Pinterest and YouTube, until today, there hasn’t been an edible slime available from a national brand.3

The edible slime launch comes on the heels of JELL-O’s summer launch of JELL-O PLAY, a new line of edible JELL-O gelatin products designed to inspire families to engage in free play and fun. The three JELL-O PLAY product lines can be molded, shaped, and built into whatever parents and kids can imagine, and are designed around themes that spark creativity, such as Ocean and Jungle. All items are available online and in national retailers, and have a suggested retail price under $5.

Now, the JELL-O Play platform includes slime, adding an edible twist to one of the hottest trends in toys and furthering the brand’s mission to inspire families to engage in creative play.

“JELL-O PLAY is all about encouraging and enabling bonding time between parents and kids,” says Michael Hartley, Senior Associate Brand Manager for JELL-O Play. “With new JELL-O PLAY Edible Slime, the entire family can have fun creating, stretching, and even eating slime.”

The colorful, edible and imaginative DIY slime experience is easy to make: simply add water to the pre-made mix to create slime that will drip, stretch, and conform to any shape families can imagine. Each canister of JELL-O PLAY Edible Slime makes two batches of slime, is 100% edible, and washes away easily with soap and warm water.

JELL-O PLAY Edible Slime is now available for pre-order on Amazon.com with a suggested retail price of $9.99. The slime will be available in select retailers in December.

Join the conversation with #JELLOSLIME and by following @JELLOPlay on Instagram, Facebook and Twitter.

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1 The Guardian “How Slime-Crazed Kids Made Gunk A Booming Business” (2018)
2 NPRThe Rise of the Slime Economy” (2017) and Jezebel “The Girl-Dominated D.I.Y. Slime Trend Shows No Signs of Stopping” (2017)
3 Edible Slime recipes on Pinterest and YouTube.

ABOUT THE KRAFT HEINZ COMPANY

The Kraft Heinz Company (NASDAQ: KHC) is the fifth-largest food and beverage company in the world. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company's iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit www.kraftheinzcompany.com

ABOUT SPRINGBOARD

Springboard is a new platform from The Kraft Heinz Company dedicated to nurturing, scaling, and accelerating growth of emergent, disruptive US brands within the food and beverage space. The Springboard platform is seeking opportunities to develop brands with authentic propositions and inspired founders within one of four pillars that are shaping the future of the food and beverage space: Natural & Organic, Specialty & Craft, Health & Performance and Experiential brands. For more information, visit www.springboardbrands.com.

Source: The Kraft Heinz Company

ALISON BROD MARKETING + COMMUNICATIONS
Brooke Scher Mogan, 212-230-1800
heinz@alisonbrodmc.com
or
The Kraft Heinz Company
Lynne Galia, 847-646-4396
Lynne.galia@kraftheinz.com