Hilco Announced Licensing Agreement With Kraft Foods For Its KOOL-AID® Brand

April 10, 2020

Louisville, KY (April 9, 2020) Hilco has announced and is expanding on its licensing agreement with Kraft Foods for KOOL-AID branded candy.  Hilco has become KOOL-AID brand’s first entry into the novelty candy market, and the license continues to grow.  

“We’re thrilled to be working with Kraft Foods and its 90+ year old KOOL-AID brand and we are honored to be selected as their novelty candy partner,” said Gail Huttenlocher, Projects & Trade Marketing Director for Hilco.  “KOOL-AID” products have such fantastic flavors and is so well known, that we continue to think of additional consumables that would work well with the brand.”

So far, Hilco is working with Kraft Foods on KOOL-AID themed items for Christmas 2020, including KOOL-AID branded candy canes, KOOL-AID branded tube toppers with gummies and a KOOL-AID branded book of candy.  Hilco is also introducing KOOL-AID branded popping candy bags with triangular pouches inside, which are perfect for trick-or-treat or any time.  Popular KOOL-AID product flavors include Tropical Punch, Grape and Cherry.

“After a six month launch at retail, the KOOL-AID products are outperforming average category sales by over 10%.  People love the flavor, vibrant packaging, the nostalgia, and instant brand recognition,” said Lou DiMarco, Executive Vice President for Hilco. “We have plans to create more novelty candy with the iconic KOOL-AID brand for Valentine’s Day, Everyday consumables, and we are even exploring the snack category.”  

Hilco provides affordable, fun and unique novelty candy. Quality candy and consumer satisfaction has always been at the top of Hilco’s priorities. The asset acquisition of Hilco by CandyRific in 2014 has allowed for continued growth and improvement in consumable products, as well as an expansion of licensing rights. Hilco is celebrating over 25 years of success and joy in bringing fun, affordable toy and candy novelties to the consumer.  For more information, visit us at www.HilcoUSA.com or call us at 502-785-3087.


For 150 years, we have produced some of the world’s most beloved products at The Kraft Heinz Company (NASDAQ: KHC). Our Vision is To Be the Best Food Company, Growing a Better World. We are one of the largest global food and beverage companies, with 2019 net sales of approximately $25 billion. Our portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, we are dedicated to the sustainable health of our people and our planet. To learn more, visit https://www.kraftheinzcompany.com/ or follow us on LinkedIn and Twitter.