Kraft Foods, looking to expand its Kool-Aid powdered beverage offerings, will take a “better-for-you” tack with the launch of both reformulated and new sugar-free products.

At the same time, Kool-Aid will partner with nonprofit community organization KaBoom! and hip-hop pioneer Reverend Run to help build playgrounds across the U.S.

“We understand that our consumers are looking for more choices that better meet the needs of their families,” said Kirstie Krall, senior brand manager at Kool-Aid, Tarrytown, N.Y. “We’re firmly committed to providing moms and kids with products that combine the great fun and flavor of Kool-Aid while providing ‘better-for-you’ beverage options to help support a healthier lifestyle.”

Kool-Aid is planning to support the products with TV advertising for Kool-Aid Singles, national print for the Sugar-Free packets and in-store signage for all the items. Ogilvy and Mather, New York, is Kool-Aid’s lead ad agency.

The new items are hitting retail shelves in the wake of Kraft’s first quarter financial report, which stated that “powdered beverage revenue was flat versus the prior year, as double-digit growth in the successful powdered beverage stick platform, particularly Crystal Light, was offset by a decline in Kool-Aid.”

Brandweek.com