The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

In a novel partnership between two iconic brands, Crayola and The Jel Sert Company have launched a new freezer pop flavour developed entirely by children. This initiative not only highlights the creativity of young consumers but also aligns with trends in experiential marketing and community engagement.

The limited-edition flavour, Banana Mango, was conceived by a group of eight third, fourth and fifth graders from Wegner Elementary School in Chicago, the same city that Jel Sert was originally founded nearly a century ago. This collaboration celebrates the return of Crayola’s 'Dandelion' colour, which was retired in 2017, by linking the nostalgic hue to a refreshing summertime treat.

Jel Sert, known for its popular frozen products like Fla-Vor-Ice and Otter Pops, sought to engage local youth in the flavour development process. The students were introduced to a persona named Dan D, an adventurous character who inspired them to blend tropical flavours. The result is a freezer pop that aims to resonate with both kids and parents looking for fun, flavourful summer snacks.

The new Banana Mango flavour will be available alongside other classic Fla-Vor-Ice varieties such as Berry Punch, Lemon Lime, Strawberry, Orange and Grape. This strategic move reflects a growing trend in the food and beverage industry where brands are increasingly involving consumers – especially younger demographics – in the product development process.

Jel Sert's senior vice president of ,arketing, Amy Pagels, noted the importance of community involvement in the project, highlighting the brand's commitment to fostering creativity and connection with local schools. This initiative not only strengthens brand loyalty among young consumers but also positions Jel Sert as a community-focused company.