Hilco Ushers Kool-Aid Brand Into Novelty Candy Market

Hilco Kool Aid HERO|Kool Aid Popping Candy Pack
Kool Aid Popping Candy Pack
Kool-Aid popping candy from Hilco Corp. comes in triangular packs.

Louisville, KY — The Kool-Aid brand, owned by The Kraft Heinz Co., is making its first foray into the novelty candy market through a licensing  agreement with Hilco Corp., the candymaker reports.

“We’re thrilled to be working with Kraft Foods and its 90+ year old Kool-Aid brand and we are honored to be selected as their novelty candy partner,” says Gail Huttenlocher, projects & trade marketing director for Hilco. “Kool-Aid products have such fantastic flavors and are so well known, that we continue to think of additional consumables that would work well with the brand.”

Hilco is working with Kraft Foods to launch novelties featuring the iconic beverage character for Christmas 2020. Items include branded candy canes, tube toppers filled with gummies and branded books filled with candy, according to the company.

Additionally, Hilco is introducing Kool-Aid popping candy bags, which hold triangular packs filled with tropical punch, grape and cherry granules. The 4.23-ounce packs have a SRP range of $2.49 to $2.49 and ship in 12-ct cases.

“After a six month launch at retail, the Kool-Aid products are outperforming average category sales by more than 10 percent. People love the flavor, vibrant packaging, the nostalgia and instant brand recognition,” says Lou DiMarco, executive vice-president for Hilco. “We have plans to create more novelty candy with the iconic Kool-Aid brand for Valentine’s Day, everyday consumables, and we are even exploring the snack category.”

Candy canes, which come in 12-ct packs have a SRP range of $2.49 to $2.99, while tube toppers have a SRP range of $1.29 to $1.49. Kool-aid Books retail between $1.29 to $1.49.