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Hilco, Kool-Aid Venture into Candy Market

Hilco has announced it is expanding on its licensing agreement with Kraft Food for Kool-Aid-branded candy.

Hilco is expanding on its licensing agreement with Kraft Foods for Kool-Aid branded candy.  Hilco has become Kool-Aid brand’s first entry into the novelty candy market, and the license continues to grow. 

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

So far, Hilco is working with Kraft Foods on Kool-Aid-themed items for Christmas 2020, including Kool-Aid branded candy canes, Kool-Aid-branded tube toppers with gummies and a Kool-Aid-branded book of candy. Hilco is also introducing branded popping candy bags with triangular pouches inside, which are perfect for trick-or-treat or any time. Popular product flavors include Tropical Punch, Grape and Cherry.

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

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