Jel Sert

The Jel Sert Company is a privately held American food and beverage manufacturer headquartered in West Chicago, Illinois. Established in 1926, the company takes its name from its original focus on gelatin dessert products, combining the words “jelly” and “dessert.” Over time, Jel Sert developed a portfolio spanning powdered beverages, dessert mixes, frozen treats, and selected licensed or acquired consumer brands. One of the company’s earliest major product developments was Flavor Aid, a powdered drink mix introduced in 1929. Flavor Aid and Jel Sert’s gelatin products formed the core of the business for much of its early history. The company later expanded into frozen novelties, acquiring the Pop-Ice line during the 1960s and introducing Fla-Vor-Ice later in that decade. Fla-Vor-Ice became a leading freezer-pop brand in the United States and remains one of the company’s most recognizable offerings. Jel Sert continued to broaden its frozen portfolio through the acquisition of Otter Pops in 1996. The brand has particular strength in the western United States and is associated with colorful flavor characters including Lil’ Orphan Orange, Sir Isaac Lime, and Strawberry Short Kook. In the late 1990s, Jel Sert also used promotional partnerships to connect its freezer products with established food brands, including a 1999 promotion involving General Mills’ Honey Nut Cheerios. The company expanded its shelf-stable portfolio around the turn of the century. In 2000, it acquired the Wyler’s powdered beverage brand and the Royal and My-T-Fine brands, which included puddings, pie fillings, and flan products. In 2001, Jel Sert acquired Nabisco’s gelatin, pudding, and baking-powder businesses, including the Royal gelatin business, strengthening its position in dessert mixes and placing it in competition with major gelatin brands such as Kraft Foods’ Jell-O. Jel Sert’s later acquisitions added sports and functional beverage products. In 2012, it acquired the Super C, Pure Kick, and Zoic brands from Solis Brands. It acquired All Sport in 2020. The company has also participated in the alcoholic frozen-pop category, extending its expertise in freezer novelties into products intended for adult consumers. Partnerships have remained an important route for product development. In 2021, Jel Sert partnered with Coca-Cola to launch Powerade freezer pops nationally. In 2024, it worked with Mars on pudding and pie-mix products inspired by Milky Way and Snickers. In April 2025, Jel Sert and Jamba announced a partnership around Jamba Singles to Go drink mixes. Alongside its commercial activities, the company has supported organizations including the American Childhood Cancer Organization, the National Ovarian Cancer Coalition, and Operation Homefront. Jel Sert’s positioning is built around accessible, family-oriented beverages, desserts, and frozen treats, with growth driven by brand acquisition, licensed collaborations, seasonal consumption occasions, and convenient preparation formats.

Jel Sert was established in 1926 in the United States and was named for its original gelatin dessert business. The name combines “jelly” and “dessert,” reflecting the company’s initial emphasis on powdered dessert preparation. In 1929, the company created Flavor Aid, a powdered drink mix that became one of its foundational brands. Together with gelatin desserts, Flavor Aid remained central to Jel Sert’s business through the early decades of its development. The company later entered frozen novelties, acquiring Pop-Ice during the 1960s and subsequently introducing Fla-Vor-Ice. The latter became a leading freezer-pop brand in the United States and established frozen treats as a major part of Jel Sert’s identity. Jel Sert added Otter Pops to its portfolio in 1996. The brand became especially prominent in the western United States and used flavor-based characters to distinguish its products. In 1999, Jel Sert entered a promotional arrangement involving General Mills’ Honey Nut Cheerios and its freezer bars. The company pursued a series of brand and business acquisitions around the turn of the century. In 2000, it acquired Wyler’s, a powdered beverage brand, as well as Royal and My-T-Fine, whose products included puddings, pie fillings, and flan. In 2001, Jel Sert purchased Nabisco’s gelatin, pudding, and baking-powder businesses, including Royal gelatin. These transactions expanded its presence in both beverage mixes and shelf-stable dessert products. In 2012, Jel Sert acquired the Super C, Pure Kick, and Zoic brands from Solis Brands. In 2020, it acquired All Sport, adding another sports-oriented beverage name to its portfolio. The company also developed and sold alcoholic freezer pops, broadening its frozen-novelty activities beyond traditional family products. More recent growth has involved branded collaborations. In 2021, Jel Sert partnered with Coca-Cola to launch Powerade freezer pops nationally. In 2024, it collaborated with Mars on Milky Way- and Snickers-flavored pudding and pie mixes. In April 2025, Jel Sert partnered with Jamba to create Jamba Singles to Go drink mixes. The company has also undertaken charitable activities involving the American Childhood Cancer Organization, the National Ovarian Cancer Coalition, and Operation Homefront. Jel Sert remains a privately held company based in West Chicago, Illinois, with a portfolio centered on drink mixes, dessert mixes, and frozen novelties.

1. 2025Jamba Singles to Go announced

   Jel Sert and Jamba partnered on a line of Jamba Singles to Go drink mixes.

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2. 2024Mars dessert collaboration

   Jel Sert and Mars collaborated on Milky Way- and Snickers-flavored pudding and pie mixes.

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3. 2021Powerade freezer pops launched nationally

   Jel Sert partnered with Coca-Cola to launch Powerade freezer pops nationally.

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4. 2020All Sport acquired

   The company acquired the All Sport beverage brand.

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5. 2012Solis Brands portfolio acquired

   Jel Sert acquired Super C, Pure Kick, and Zoic from Solis Brands.

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6. 2001Nabisco dessert businesses acquired

   Jel Sert acquired Nabisco’s gelatin, pudding, and baking-powder businesses, including Royal gelatin.

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7. 2000Wyler’s, Royal, and My-T-Fine acquired

   The company acquired powdered beverage brand Wyler’s and dessert brands Royal and My-T-Fine.

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8. 1996Otter Pops acquired

   Jel Sert acquired the Otter Pops brand, strengthening its freezer-pop portfolio.

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9. 1960Expansion into frozen novelties

   During the 1960s, Jel Sert acquired Pop-Ice and later introduced Fla-Vor-Ice.

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10. 1929Flavor Aid introduced

    The company created Flavor Aid, a powdered drink mix that became one of its long-standing flagship brands.

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11. 1926Company established

    Jel Sert was established in the United States and took its name from its original gelatin dessert focus.

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A privately held American consumer-food company focused on affordable, convenient drink mixes, dessert preparations, and frozen novelties. Its portfolio combines internally developed products such as Flavor Aid and Fla-Vor-Ice with acquired brands and collaborations that extend into sports beverages, licensed desserts, and adult frozen treats.

• Flavor AidPowdered drink mix1929

  Flavor Aid is a powdered beverage mix created by Jel Sert in 1929. It is one of the company’s oldest and most recognizable brands and represents Jel Sert’s long-standing presence in shelf-stable, prepare-at-home beverages.

• Fla-Vor-IceFrozen novelty

  Fla-Vor-Ice is a freezer-pop brand introduced by Jel Sert during the 1960s. It complemented Flavor Aid while establishing frozen treats as a central part of the company’s portfolio and became a leading freezer-pop brand in the United States.

• Otter PopsFrozen novelty

  Otter Pops is a frozen-pop brand acquired by Jel Sert in 1996. It is particularly associated with the western United States and uses character identities tied to flavors, including Lil’ Orphan Orange, Sir Isaac Lime, and Strawberry Short Kook.

• Wyler’sPowdered beverage mix

  Wyler’s is a powdered beverage brand acquired by Jel Sert in 2000. Its addition expanded the company’s range of drink-mix products and complemented Flavor Aid.

• RoyalDessert mix

  Royal is a dessert brand covering gelatin, pudding, pie-filling, and related preparation products. Jel Sert acquired the Royal brand and later added Nabisco’s Royal gelatin business, making it an important part of the company’s dessert-mix portfolio.

• My-T-FineDessert mix

  My-T-Fine is a dessert-mix brand associated with puddings, pie fillings, and flan. Jel Sert acquired it in 2000 as part of its expansion into shelf-stable dessert products.

• All SportSports beverage

  All Sport is a sports-beverage brand acquired by Jel Sert in 2020. The acquisition extended the company’s beverage portfolio beyond traditional powdered drink and dessert mixes.

• 2025Jamba Singles to Go

  United States

  Jel Sert and Jamba partnered to create Jamba Singles to Go drink mixes.

  Outcome. The partnership added a Jamba-associated powdered drink format to Jel Sert’s beverage activities.

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• 2024Mars dessert-mix collaboration

  United States

  Jel Sert and Mars collaborated on pudding and pie-mix products flavored and branded around Milky Way and Snickers.

  Outcome. The collaboration brought Mars confectionery brands into Jel Sert’s dessert-preparation portfolio.

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• 2021Powerade freezer pops

  United States

  Jel Sert partnered with Coca-Cola to introduce Powerade freezer pops through national distribution.

  Outcome. The collaboration extended Powerade into the frozen-novelty category.

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• 1999Honey Nut Cheerios promotional partnership

  United States

  Jel Sert signed a promotional deal with General Mills involving Honey Nut Cheerios and its freezer bars.

  Outcome. The partnership connected Jel Sert’s frozen products with a major General Mills cereal brand.

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• 2020Acquisition of All SportM&A

  Jel Sert pursued additional opportunities in sports and functional beverages.

  What changed. The company acquired the All Sport brand.

  Aftermath. All Sport became part of Jel Sert’s broader beverage portfolio.

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• 2012Acquisition of Solis Brands productsM&A

  Jel Sert continued diversifying its beverage portfolio.

  What changed. The company acquired Super C, Pure Kick, and Zoic from Solis Brands.

  Aftermath. The acquired brands broadened Jel Sert’s beverage range beyond its traditional drink-mix and dessert categories.

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• 2001Acquisition of Nabisco dessert businessesM&A

  Jel Sert was strengthening its position in gelatin, pudding, and baking products.

  What changed. The company acquired Nabisco’s gelatin, pudding, and baking-powder businesses, including Royal gelatin.

  Aftermath. The acquisition increased Jel Sert’s presence in dessert mixes and positioned Royal gelatin alongside major competitors such as Jell-O.

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• 2000Acquisition of Wyler’s, Royal, and My-T-FineM&A

  Jel Sert sought to broaden its beverage and shelf-stable dessert offerings.

  What changed. The company acquired Wyler’s and the Royal and My-T-Fine brands.

  Aftermath. The transactions expanded Jel Sert’s portfolio of powdered beverages, puddings, pie fillings, flan, and related dessert products.

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• 1996Acquisition of Otter PopsM&A

  Jel Sert was expanding its established frozen-novelty business.

  What changed. The company acquired the Otter Pops brand.

  Aftermath. Otter Pops became part of Jel Sert’s freezer-pop portfolio, with particular strength in the western United States.

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• 2025Jamba and Jel Sert introduce Jamba Singles to Go drink mixes

  In April 2025, Jamba and Jel Sert partnered to create Jamba Singles to Go, a line of powdered drink mixes associated with the Jamba brand.

  Product launchCampaign
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• 2024Jel Sert and Mars collaborate on Milky Way and Snickers dessert mixes

  Jel Sert and Mars collaborated on pudding and pie-mix products based on the Milky Way and Snickers brands.

  Product launchCampaign
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• 2021Jel Sert partners with Coca-Cola to launch Powerade freezer pops nationally

  Jel Sert and Coca-Cola introduced Powerade-branded freezer pops for national distribution, extending the Powerade brand into a frozen novelty format.

  Product launchM&A
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1. Jel Sert