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Jel Sert

The Jel Sert Company is a privately held, family-owned manufacturer and marketer of food and beverage products, specializing in frozen novelties, powdered drink mixes, and dessert mixes. Founded in 1926 in , where it remains headquartered, the company derives its name from its inaugural product—a mix combining the words "jelly" and "dessert"—and has grown into a leading producer of innovative, high-value treats that emphasize quality and family enjoyment. Established by siblings Charles and Ida "Aunt Wick" Nelson, Jel Sert began as a small operation producing simple dessert mixes during the Great Depression era. By 1932, the company expanded into drink mixes with the introduction of Flavor Aid, a powdered beverage brand that became a household staple. Key acquisitions and launches marked its mid-century growth, including the 1963 purchase of the Pop Ice Company, the 1969 debut of Fla-Vor-Ice freezer pops—which quickly became the leading brand in the U.S.—and the 1996 acquisition of Otter Pops, further solidifying its dominance in frozen treats. In the , Jel Sert has continued to innovate with health-conscious and licensed products, such as the 2000 acquisitions of and MyTFine dessert brands alongside the launch of low-calorie Wyler's drink mixes, and more recent entries like the 2019 Pure Kick energy drinks and a revitalized hydration line, and in 2025, expanded its West Chicago manufacturing facility with a $10 million investment, adding 100 jobs, and launched Pure Kick Alkaline Sticks. Today, as a fourth-generation employing around 1,100 people as of 2025, it produces America's top powdered drink sticks, leads the freezer bar category, and distributes a portfolio of brands including MONDO Fruit Squeezers juice drinks and licensed items tied to partners like Keebler and . The company's commitment to clean-label formulations and underscores its role as a trusted provider of fun, accessible foods that bring families together.

History

Founding and Early Development

The Jel Sert Company was founded in 1926 by Charles Wegner, known as Grandpa Charles, and his wife Lillian Wegner, affectionately called Aunt Wick, in a small facility on Chicago's Lake Street. The couple developed their initial product, a convenient mix, which they named "Jel Sert" by blending the words "" and "" to reflect its quick-preparing nature. This innovation marked the company's entry into the dessert market, capitalizing on the growing demand for easy-to-make home treats during the era. As the business gained traction in the late , Jel Sert expanded its operations, relocating within to larger quarters on the southwest side in to accommodate increasing production. In 1929, the company diversified into beverages with the launch of Flavor-Aid, a line of powdered drink mixes that provided an affordable way for families to create flavored drinks at home. This product line helped solidify Jel Sert's position in both dessert and beverage categories, appealing to budget-conscious consumers amid economic pressures. The Great Depression posed significant challenges for Jel Sert, as it did for many small manufacturers, forcing the company to navigate reduced consumer spending and supply constraints through resourceful adaptations. To sustain growth, Jel Sert shifted toward wholesale distribution channels, partnering with retailers and distributors to broaden its reach beyond direct sales. By the mid-20th century, these efforts established the company as a prominent regional player in the Midwest for powdered dessert and drink products, setting the stage for further expansion into frozen novelties in the . In , following Charles Wegner's death, Lillian assumed leadership as president. The company relocated its headquarters to , in 1970 to support ongoing operational growth.

Key Acquisitions and Product Launches

In 1963, The Jel Sert Company expanded into the frozen pop market by acquiring the , a small manufacturer of innovative freeze-at-home pops that allowed consumers to create their own frozen treats at home. This acquisition built on the success of Jel Sert's early powdered drink mixes, such as , and marked the company's entry into a category it would later dominate. Building on this momentum, Jel Sert launched its flagship freezer pops in 1969, introducing a ready-to-freeze product that quickly became the company's top-selling brand and a staple in the freezer pop segment. The product's simple, colorful packaging and variety of fruit flavors appealed to families, solidifying Jel Sert's position as a leader in frozen novelties. In 1991, Jel Sert diversified its beverage portfolio with the introduction of MONDO Fruit Squeezers, a line of portable drinks in squeezable bottles designed for on-the-go consumption, which rapidly gained popularity in the children's drink category. This launch targeted the growing demand for convenient, fun fruit-based beverages and complemented the company's existing powdered and frozen offerings. The company further strengthened its West Coast presence in 1996 through the acquisition of the brand, an iconic line of character-themed freezer pops that had become a regional favorite since the 1970s. This strategic move enhanced Jel Sert's distribution network and product diversity in the competitive frozen treat market. In 1994, Jel Sert acquired the Wyler's brand of drink mixes from , adding an established line of flavored powdered beverages to its portfolio. In December 2000, Jel Sert acquired Holdings Corp.'s , , and businesses, including the Royal gelatin and pudding lines and the MyTFine mixes, which added established options to the portfolio. These deals allowed Jel Sert to expand its shelf-stable product lines and leverage complementary brands in retail channels. By 2012, Jel Sert ventured into functional beverages with the acquisition of Super C vitamin-fortified water, Pure Kick mixes, and Zoic hydration products from Brands, broadening its appeal to health-conscious consumers seeking enhanced nutritional options. These brands enabled Jel Sert to innovate in the growing segment of fortified and energy-boosting drinks while maintaining its focus on accessible, family-oriented products.

Modern Era and Recent Milestones

In 2020, Jel Sert acquired the brand from , enabling further innovation in electrolyte-focused products like powdered sticks and sugar-free freezer pops. This move strengthened Jel Sert's position in the sports hydration market, building on its expertise in powdered and frozen beverages. In the same period, the company relaunched Pure Kick energy drinks in zero-sugar powdered formats, targeting consumers seeking convenient, low-calorie energy options.

Products and Brands

Frozen Novelties

Jel Sert's frozen novelties portfolio centers on freezer pops, also known as ice pops or bars, which are designed as affordable, mess-free treats that consumers freeze at home before enjoying. The company's core brands in this category include , , and Pop-Ice, each offering a range of fruit-inspired flavors that emphasize fun and refreshment during summer months. These products are fat-free, low-calorie options, typically containing around 15-25 calories per pop, and are widely available in packs of 10 to 100 units at major retailers. Fla-Vor-Ice, introduced in 1969, remains a flagship brand with classic flavors such as , cherry, punch, and , alongside sugar-free variants sweetened with for lower-calorie appeal. The sugar-free options, available in similar flavor profiles, cater to health-conscious consumers while maintaining the brand's vibrant, tube-packaged format that requires no sticks or utensils. , acquired by Jel Sert in 1996, feature a distinctive lineup of 10 character mascots—such as Louie Bloo , Sir Isaac , and Anita Punch—each representing one of six core flavors like , , and , with a strong presence on the . Pop-Ice, acquired in 1963, offers assorted and tropical flavors in economical bulk packs, positioning it as a budget-friendly choice for families. The primary formats include single-serve freezer bars in 1- to 5.5-ounce sizes, ideal for individual consumption, and innovative gallons-to-go refills that allow users to pour liquid into tubes for custom freezing at home. In recent years, Jel Sert expanded into alcoholic variants under the SLIQ Spirited Ice brand, launched in 2020, featuring 8% ABV frozen cocktails in flavors like lemonade, , and whiskey-infused apple, available in select states through licensed distribution. Jel Sert has driven category innovations through licensed collaborations, such as freezer pops in bold flavors including watermelon, grape, blue raspberry, and green apple, capturing the candy's intense taste in frozen form. In 2021, the company partnered with to launch Sports Freezer Bars, electrolyte-enhanced pops in mountain berry blast and fruit punch, aimed at active hydration. Most recently, in 2025, a collaboration with introduced a limited-edition Banana Mango flavor for , inspired by the return of the retired Dandelion crayon color and developed through kid-submitted ideas. As a major U.S. producer, Jel Sert has manufactured tens of billions of freezer pops, underscoring its scale in delivering fun, accessible summer treats that prioritize affordability—often pennies per pop—and broad flavor variety to engage families nationwide.

Powdered Drink Mixes

Jel Sert produces a range of powdered drink mixes designed for easy preparation by adding to , emphasizing convenience and flavor variety. These products cater to everyday needs, with options that are affordable and suitable for families, including unsweetened varieties for customizable . The company's powdered mixes are available under several core brands, focusing on fruit-based and functional beverages without carbonation. Flavor Aid is an unsweetened powdered drink mix offered in fruit flavors such as , , cherry, and mixed berry, providing a good source of and making up to 20 quarts per package. It is artificially flavored and kosher, allowing users to sweeten to taste for versatile use in large batches. Wyler's, acquired by Jel Sert in , features aromatic singles-to-go in light varieties with reduced calories, including flavors like watermelon lemonade and berry combinations. All Sport targets sports with zero-calorie sticks that contain twice the of leading sports drinks and half the sodium, in flavors such as and . Functional variants expand the line with added nutritional benefits. Super C is a sugar-free drink mix fortified with 100% daily value of and an excellent source of , using natural flavors and suitable for both kids and adults while being gluten-free. Pure Kick offers caffeine-infused energy options with 80 mg of per serving, , and zero at just 10 calories, available in flavors like and black cherry pomegranate; in November 2025, Jel Sert launched an alkaline version of Pure Kick sticks to enhance the growing water enhancer market. These mixes are primarily formatted as portable singles-to-go sticks for on-the-go use, with larger packets and tubs for preparing gallon pitchers or family-sized servings. In April 2025, Jel Sert collaborated with to introduce smoothie-inspired singles-to-go sticks in flavors like Razzmatazz, Strawberries Wild, and Mango-A-Go-Go, leveraging Jel Sert's powdered formulation expertise. Jel Sert's powdered drink mixes emphasize affordable, portable solutions, including sugar-free and electrolyte-enhanced options to support active lifestyles and daily without high costs.

Dessert and Other Mixes

The Jel Sert Company's dessert mixes portfolio centers on convenient, family-friendly options designed for quick preparation, including instant and no-bake formats that yield puddings, gelatins, and . Acquired in 2000 as part of strategic expansions, the core brands and MyTFine have become staples in this category, offering a range of flavors suited for everyday or special occasions. Royal, dating back to 1925, encompasses gelatin desserts, pudding mixes, and flan preparations that emphasize ease and variety, with options like cherry gelatin and caramel flan for vibrant, set-style treats. These products typically require minimal ingredients—often just boiling water or —and set in refrigerators within hours, catering to no-bake preferences. MyTFine complements this lineup with instant and cook-and-serve pudding mixes, available in classic flavors such as , , and , delivering creamy textures ideal for pies or standalone servings. Trusted for over 90 years, these mixes prioritize rich indulgence through simple whisking with cold , making them accessible for home cooks seeking rapid dessert solutions. Expanding into licensed collaborations, Jel Sert introduced Dove chocolate-inspired pudding mixes in flavors like and , which double as pie fillings and evoke premium indulgence with their silky profiles. In , a partnership with Mars yielded and pudding and pie filling mixes, capturing caramel-nougat and peanut-chocolate essences for nostalgic, candy-infused desserts. Further diversifying niche offerings, the 1991 launch of MONDO Fruit Squeezers provided portable, fruit-flavored pouch options that blend convenience with dessert-like refreshment. By 2025, Jel Sert partnered with to debut sugar-free mixes in innovative flavors like and , enhancing the lineup with -inspired, low-calorie alternatives for versatile at-home creations.

Operations and Corporate Profile

Manufacturing Facilities and Expansions

The Jel Sert Company is headquartered in West Chicago, Illinois, where its primary manufacturing facility has operated for more than 55 years, supporting production across all major product lines including frozen novelties, powdered drink mixes, and dessert mixes. In April 2024, the company announced a major expansion involving a $10 million investment to construct a 300,000-square-foot addition at 444 Charles Court in West Chicago, aimed at enhancing manufacturing capabilities for powdered drink sticks. This project was completed in June 2025, adding three new production lines that occupy 50,000 square feet within the facility and increasing annual output of powdered stick packs to over 3 billion units to meet rising consumer demand. Jel Sert's operations remain primarily based in , with all concentrated in the Greater area, complemented by distribution networks that serve retail partners and licensing collaborators nationwide. The company emphasizes sustainable practices, including the use of recycled materials in and initiatives like on-site to support environmental efforts. Overall, these facilities support approximately 1,400 employees and enable high-volume production for domestic markets, with the recent expansion adding over 100 new and packing jobs while retaining nearly 1,000 existing positions.

Ownership and Leadership

The is a privately held, -owned enterprise descended from its founders, and Lillian Wegner, who established the business in 1926. Ownership remains with the Wegner , now led by its fourth generation, which has preserved the 's independence in the competitive consumer packaged goods sector. This structure enables a focus on sustained growth and innovation without the pressures of public market demands. Ken Wegner, grandson of the founders, has served as since 1997, guiding the company through expansions and product developments while emphasizing values and long-term stability. As one of the few remaining independent -owned firms in the CPG industry, Jel Sert benefits from this continuity, with members actively involved in operational roles to maintain its legacy of quality and adaptability. The executive team supports this vision, including Joseph Bouma as Executive Vice President, Dana Crowley as Vice President of and , and Amy Pagels as of Licensing and Partnerships, who drive strategic initiatives in sales, marketing, and partnerships. Jel Sert's corporate profile underscores its commitment to , employing over 1,200 individuals across its operations and creating new skilled positions through facility expansions that bolster job security. This approach fosters a stable, dedicated workforce aligned with the company's family-oriented ethos, contributing to its position as a resilient independent player in the food and beverage market.

Philanthropy and Partnerships

Charitable Initiatives

Jel Sert has been actively involved in philanthropy since the early 2000s, with a particular emphasis on health-related causes and community support. One of its flagship initiatives is the "Take A Pop Share A Smile" program, launched in 2010 in partnership with the American Childhood Cancer Organization (ACCO). This program donates fully stocked freezers and an unlimited supply of freezer pops to treatment centers nationwide, helping to provide and comfort to young patients undergoing . As of 2024, the initiative had delivered over 1 million freezer pops to more than 115 centers across 37 states, significantly aiding in symptom relief and raising awareness for pediatric cancer. Beyond , Jel Sert supports other health-focused nonprofits, including the National Ovarian Cancer Coalition (NOCC). The company partners with NOCC to promote awareness and education about , sponsoring events such as the Run/Walk to Break the Silence and providing product donations for participants. Employees actively volunteer at these events, contributing to community outreach efforts that emphasize early detection and support for affected families. This involvement aligns with Jel Sert's broader commitment to issues, fostering knowledge dissemination through collaborative programs. Jel Sert also operates the "Freezer Pops From Cops" program, launched in , and expanding nationwide, which partners with to donate freezer pops to and build community trust. In its hometown of , Jel Sert engages in local , emphasizing employee volunteerism and product donations to strengthen community ties. The company supports regional projects and events, including food drives and campaigns, where teams participate in packing and distribution activities during holidays and other key times. These efforts extend the company's and focus to levels, benefiting local families and organizations through direct involvement and in-kind contributions. Overall, Jel Sert's charitable work has provided substantial in-kind support valued in the millions through product donations, enhancing pediatric cancer and since the program's .

Licensing and Collaborations

Jel Sert entered the licensing space in 2003 through a partnership with to produce Keebler Fudge Shoppe Chocolate Freezer Bars, marking an early expansion into co-branded frozen treats. That same year, the company secured a deal with to manufacture powders and freezer bars, integrating the popular fruit punch brand into its portfolio of powdered drink mixes and frozen novelties. These initial agreements laid the foundation for Jel Sert's strategy of leveraging established brands to broaden its market presence in the and beverage sectors. Building on this momentum, Jel Sert formed significant partnerships with major players in subsequent years. In 2021, it collaborated with to launch Sports Freezer Bars nationally, featuring flavors like Mountain Berry Blast and Fruit Punch to appeal to active consumers seeking electrolyte-infused frozen snacks. The company also integrated Hershey's Dove chocolate into its dessert mixes, offering indulgent pudding and pie fillings in varieties such as Milk Chocolate and Bourbon Vanilla Dark Chocolate, which enhance Jel Sert's lineup of ready-to-prepare s. More recently, in 2024, Jel Sert teamed up with Mars to introduce and Snickers-flavored pudding and pie mixes, combining the candy brands' iconic tastes with Jel Sert's formulation expertise to target enthusiasts. Additionally, ongoing licensing with Hershey for has resulted in bold-flavored freezer pops in Watermelon, Grape, Blue Raspberry, and Green Apple, extending the candy's appeal into frozen formats. In 2025, Jel Sert pursued innovative collaborations to diversify its offerings. It partnered with Cupcakes to debut sugar-free mixes inspired by the bakery's flavors, including Cupcake and Salted , providing a low-calorie option for home bakers. The company also joined forces with to create Jamba Singles to Go powdered drink sticks, blending Jamba's profiles with Jel Sert's portable mix technology for on-the-go . A unique flavor development initiative with involved children in crafting a Banana Mango freezer bar for the line, inspired by the return of the retired Dandelion crayon color, emphasizing creative co-branding for family audiences. These efforts reflect Jel Sert's broader strategy of co-branding to enter functional categories, such as sports via Powerade integrations, and to venture into adult-oriented products like its 2020 launch of SLIQ Spirited Ice alcoholic freezer bars in flavors including rum-infused Strawberry Lemonade, thereby expanding beyond traditional non-alcoholic treats.

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