By Allison Watkinson
TLL Reporter
Jel Sert and Crayola have launched a licensed flavor for the Fla-Vor-Ice brand that is inspired by the retired crayon color, Dandelion.
The limited-edition Dandelion freezer bar was developed in Jel Sert’s R&D lab alongside eight students from Wegner Elementary School in West Chicago.
“Crayola has always encouraged kids to express themselves through color and creativity, and we wanted this product to embody that same spirit,” said Jel Sert SVP, Amy Pagels. “That’s why we invited kids to take the lead in developing the new flavor, encouraging them to let their imaginations guide the process. Watching them collaborate with our food scientists, experimenting and refining ideas through hands-on trial and error, was truly inspiring,” added Pagels. “This initiative with Crayola reflects our belief that creativity should be at the heart of innovation.”
Once in the lab, the kids were presented with Crayola’s official persona for the Dandelion color, Dan D, to serve as inspiration as they developed the Banana Mango flavor.
“Our exciting collaboration with Jel Sert infused the world of business with the unbounded imagination of kids, providing a unique opportunity to see how color can inspire creativity and put imagination into action,” said Crayola partnership head, Anna Roca. “That fresh, authentic perspective leading to innovation illustrates how the act of creating is an essential, lifelong skill. The development of the new Banana Mango Fla-Vor-Ice is an unexpected, playful way to remind us to live colorfully, celebrate exploration and instill creativity into our daily lives.”
As an additional activation, each box of licensed Fla-Vor-Ice bars includes an exclusive offer that gives customers a complimentary two-month trial of the Crayola Create and Play app.
Crayola’s Create and Play app is an interactive gaming experience that allows players to access digital art tools, learning activities, customized pets, creativity games and seasonal events in an ad-free open world environment. The exclusive promo code is available for use from now through March 31, 2027.
Available in three pack sizes, the Fla-Vor-Ice x Crayola freezer bars include the exclusive Dandelion Banana-Mango variety, as well as several signature flavors from Jel Sert’s line.
The other flavors included in the pack are Berry Punch, Strawberry, Orange, Grape and Lemon Lime.
The licensed product can be purchased through Amazon, Sam’s Club and major retailers across the US.
“In the CPG industry, it’s exceptionally rare for a company to open its R&D lab and empower kids to develop a flavor that ultimately makes it to market,” said Pagels. “As a family-owned and operated business with large-scale manufacturing capabilities, we’re uniquely positioned to bring bold, unconventional ideas to life, something that sets us apart in this space.”
First launched in 1926 in West Chicago, the Jel Sert Company is a family-owned business that creates products for the food and beverage industry.
A subsidiary of Hallmark Cards, Crayola is an art supply company that specializes in children’s creative expression products and experiences.
Known for the Crayola Crayon that was introduced in 1903, the Crayola brand has expanded with a range of art tools, crafting activities, creativity toys, entertainment media, location-based experiences, licensed products and more.
Photo Credit: PRNewsfoto/Jel Sert.
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