Crystal Light

What Crystal Light does

Crystal Light is a consumer packaged goods brand that manufactures and sells low-calorie and zero-sugar powdered and liquid drink mixes, founded in 1988 and wholly owned by Kraft Heinz, Inc. (NASDAQ: KHC). Its product portfolio spans multiple flavor variants — including Raspberry Lemonade, Berry Sangria, Strawberry Orange Banana, Black Cherry Lime, and Peach Iced Tea — offered in powdered pitcher packets, liquid concentrate form, and a Zero Sugar sub-brand, with both artificially and naturally flavored SKUs.

The underlying technology is straightforward: instant beverage preparation via water-soluble powdered concentrates (and liquid equivalents) that deliver flavored hydration without sugar or meaningful calories. The core functional proposition is convenience and low-calorie flavoring rather than any proprietary manufacturing platform or proprietary IP. No patents, trademarks, or certifications were disclosed in the source data.

Crystal Light generates revenue through retail packaged-goods sales across U.S. grocery stores, mass merchandisers, and convenience stores, supplemented by e-commerce via its own website and third-party online retailers. The go-to-market motion is direct-to-consumer in the sense that end buyers are households and individuals, but execution is handled through traditional CPG retail distribution and consumer marketing — TikTok, Facebook, the TasteVIP email program, and brand-website recipe content — under the Kraft Heinz marketing and distribution umbrella.

Name

Crystal Light

Legal name

Crystal Light (brand of Kraft Heinz, Inc.)

Website

https://crystallight.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Crystal Light, founded in 1988 and owned by Kraft Heinz, manufactures and sells low-calorie and zero-sugar powdered and liquid drink mixes for U.S. consumers seeking convenient, flavorful, sugar-free beverage alternatives.

Ownership category

akta.pro rank

Product category

Low-Calorie Powdered Drink Mixes

NAICS

Beverage Manufacturing (3121), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Beverages (2080)

akta.pro primary industry

Powdered & Instant Beverage Mix Manufacturing (Drink Mixes) (AFAFABAL)

akta.pro secondary industries

Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing (AFAFABAM), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB), Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates) (AFAFAGAI)

Keywords

• Low-calorie beverages
• Powdered drink mix
• Sugar-free drinks
• Flavored water enhancers
• Liquid drink mix

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Packaged Goods Sales: Crystal Light generates revenue through the sale of powdered drink mix products sold at retail locations and online. Products are sold as single-serve packets and multi-serving pitcher packets. Revenue is one-time transaction based with consumers purchasing at retail or e-commerce checkout.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Crystal Light manufactures and sells low-calorie and zero-sugar powdered and liquid drink mixes in a variety of fruit and beverage flavors. Products are packaged as single-serve packets and multi-serving pitcher packets for instant beverage preparation by mixing the powder or liquid concentrate with water at home or on-the-go. The portfolio includes both artificially flavored and naturally flavored varieties targeting health-conscious consumers.

Product overview

Crystal Light is a brand of flavored drink mixes owned by Kraft Heinz, offering a portfolio of low-calorie and zero-sugar powdered drink mixes and liquid drink mixes. The product line includes multiple flavor variants such as Raspberry Lemonade, Berry Sangria, Strawberry Orange Banana, Black Cherry Lime, and Peach Iced Tea. Products are available in both powdered format (pitcher packets) and liquid format, with options for artificially flavored and naturally flavored varieties. The core value proposition centers on providing full-flavor beverages without sugar or guilt, targeting health-conscious consumers seeking low-calorie alternatives to sugary drinks.

Differentiator

Problem solved

Functional benefit

Products and services

• Raspberry Lemonade Artificially Flavored Powdered Drink Mix Low-calorie powdered drink mix in Raspberry Lemonade flavor, designed for pitcher preparation. Provides a sweet treat with artificially flavored taste for health-conscious consumers and households.
• Berry Sangria Naturally Flavored Drink Mix Naturally flavored powdered drink mix featuring Berry Sangria flavor, offering a fruit-forward taste profile with no artificial sweeteners.
• Strawberry Orange Banana Artificially Flavored Powdered Drink Mix Vibrant low-calorie fruit-flavored powdered drink mix combining Strawberry, Orange, and Banana flavors in pitcher packet format, designed for family and home use.
• Black Cherry Lime Naturally Flavored Drink Mix Zero-calorie liquid drink mix in Black Cherry Lime flavor, providing instant refreshment with natural flavors.
• Crystal Light Liquid Drink Mix Zero-calorie liquid drink mix format offering quick preparation and natural flavor options for instant refreshment at home or on-the-go.
• Crystal Light Zero Sugar Zero sugar variant product line delivering full flavor without sugar content, including Strawberry Orange Banana and Peach Iced Tea flavors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Country Time: Country Time, a Kraft Heinz brand, offers powdered drink mixes including sugar-free lemonade variants that compete with Crystal Light in the same powdered drink mix category and retail aisles.
• Propel Water: Propel, owned by PepsiCo, is a flavored enhanced water brand with electrolyte positioning targeting fitness and active consumers. It competes with Crystal Light for the same low-calorie flavored beverage occasions and shelf space.
• MiO: MiO is a Kraft Heinz liquid water enhancer that competes head-to-head with Crystal Light Liquid in the flavored water alternative category. Both are Kraft Heinz-owned, target health-conscious consumers, and share the same retail aisles and occasion (on-the-go flavored water).
• Nesquik: Nesquik (Nestlé) is a powdered drink mix brand targeting families and children with flavored milk and water mixes. It competes with Crystal Light for powdered drink mix shelf space and family consumption occasions.
• Dasani Drops: Dasani Drops is a Coca-Cola-owned liquid water enhancer that competes directly with Crystal Light Liquid. Both brands target consumers seeking portable, zero-calorie flavored water alternatives.
• Kool-Aid: Kool-Aid, also a Kraft Heinz brand, sells powdered and liquid drink mixes targeting families and children. It is directly comparable to Crystal Light as a fellow Kraft Heinz powdered drink mix brand with overlapping retail distribution and similar product format.

Broad incumbents

• Keurig Dr Pepper: Keurig Dr Pepper is a major beverage conglomerate with flavored water brands (e.g., Snapple, Dr Pepper) and powdered/ready-to-drink offerings that compete for the same low-calorie flavored beverage occasions as Crystal Light at a much broader portfolio scale.
• PepsiCo: PepsiCo owns Propel, Lipton (Brisk), and other flavored beverages that compete with Crystal Light for health-conscious consumers seeking low-calorie alternatives. PepsiCo's scale and distribution overlap significantly with Crystal Light's channels.

Others

• Cott Corporation: Cott Corporation is a contract beverage manufacturer supplying private-label bottled waters, flavored waters, and drink mixes to retailers. It represents a supply-side peer whose private-label products compete with Crystal Light at lower price points in the same category.

Emerging players

• Starbucks VIA Instant: Starbucks VIA is an instant powdered beverage brand (coffee) that uses similar instant-dissolve technology and single-serve stick packaging as Crystal Light. While in coffee rather than flavored water, it competes for similar convenience and pantry-staple occasions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@crystallight
• Facebookfacebook.com/CrystalLight
• Xx.com/CrystalLight

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crystal Light