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The latest innovation insight from Gama Compass
MANCHESTER – 21st December 2018: For this month’s Innovation Insight we explore the growing trend for experience-based product launches. Under the microscope is a new jelly product for children from KraftHeinz that offers added play value: Jell-O Play Edible Slime.
Launched in the USA and initially available only through online retailer Amazon, Jell-O Play Edible Slime is described as the first edible slime launched by a major brand and claims to be “a creative toy that sparks imagination and encourages independent play”. Primarily based on modified starch, sugar and gelatin, the slime is advertised as a “colorful, edible and imaginative DIY slime experience”, and is sold as a dry powder to which children add water to create a slime that’s “firm if you squeeze it”, but that can “also pour and drip like a liquid”.
Jell-O Play Edible Slime serves to underline the growing importance of “experience” and play as a means of adding value in categories such as confectionery and desserts, especially when children are the target audience. In the social media age, the blurring of lines between consumable toys and food products looks set to intensify, with play, personalisation, sharing, creativity and interaction likely to become ever more crucial elements in marketing sweets, treats and snacks to children.
Image source: KraftHeinz
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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