Crystal Light's Slogans & Taglines

Crystal Light is a low-calorie powdered beverage mix introduced by General Foods in 1982 as a sugar-free alternative to traditional soft drinks, targeting health-conscious women with its debut lemonade flavor at just five calories per glass. The 1985 merger with Kraft Foods accelerated expansion into strawberry, raspberry, and beyond. Responding to demand for functional beverages, the brand introduced vitamin-enriched mixes in 1995 and the portable "On The Go" packets in 2004. The 2010 launch of Pure Fitness—later renamed Crystal Light Pure—brought natural sweeteners into the portfolio. In 2024, Kraft Heinz unveiled a bold rebrand with the first new logo in over a decade, alongside three innovative lines: Mixology, Immunity, and Energy. The brand's messaging evolved from the early logo tagline "SUGAR FREE" to the modern mission of being included in every part of the day, reflecting its shift from a simple diet drink to a functional lifestyle beverage.