The Importance of Jell-O as a Commercial Icon

Jell-O is not merely a gelatinous joy for the taste buds that comes in several different flavors and colors; it is an icon of free market brilliance. Why is Jell-O such an icon and not something else like sour gummies, coca cola or fizz wiz? Jell-O is different for several reasons. This article will outline those reasons supporting the importance of Jell-O within a free market society and more importantly its significance as a commercial icon.

Jell-O's History:

Jell-O's history distinguishes it from some of the newer and more gimmicky of desert delights. It was first patented in 1845 by a man named Peter Cooper. This does not mean Peter Cooper invented Jell-O, but it does mean it's an old product. In fact Jell-O is older than Coca Cola and Pepsi by about 200 years. The first recorded knowledge of gelatin dates back to 1682. (www.ideafinder.com) By the early 20th century, Jell-O was quickly becoming a household name along with its younger commercial giants siblings. It is this long history and rise to stardom that makes Jell-O one of the understated titans of commercial genius.

Jell-O's use has been reinvented many times:

Jell-O is more functional than many foods as it has multiple applications. Jell-O is more than just desert food, it is entertainment, art, easily digestible, and fun to look at. A soft drink doesn't jiggle, a bathtub full of steak isn't as much fun, and Jell-O is a standby in the desert aisle of many Chinese buffets and hospitals. Anyone who's eaten Chinese knows the buffets are highly exclusive to mostly fruit, cookies, soft serve ice cream and yes Jell-O. Jell-O is served in bars with alcohol, yet the alcohol free version is great for kids parties and family fun. Jell-O fight anyone? How about Jell-O Cheesecake? The point is all the possible uses of Jell-O have yet to be discovered which is another reason Jell-O is commercial success in a neither liquid nor solid state.

Jell-O's Production Costs and Distribution:

Jell-O sells 300 million boxes per year, and that is just the Kraft Foods version of the product. (www.imclicensing.com) Jell-O is also cost effective and lightweight making it profitable both logistically and in terms of manufacturing. In terms of space and weight, Jell-O's size only emerges after water is added in the kitchen making its packaging quite small and lightweight and consequently cheaper to ship. Also, Jell-O is comprised of cost effective ingredients making it also inexpensive to produce. Although Jell-O is not a commodity, it enjoys similar traits as it is composed of primarily 2 ingredients sweetener and collagen. (http://pubs.acs.org) This makes Jell-O fairly inexpensive to produce but not in a commodities market which can be quite regulated. Moreover, Jell-O prices don't swing around like commodities and Jell-O isn't traded as a commodity at the Chicago Mercantile Exchange; maybe it should be.

Jell-O's Future:

Jell-O is likely to be around in the future because it has so many uses and its demand is evident in its brand name recognition. Jell-O doesn't stay around long so there's often a 'need' for more of it and the brand is trusted and used commonly. Also, there are no meaningful social stigmas associated with the use of Jell-O except perhaps the myth it is made from 'horses hooves' which is a misunderstanding regarding the source of the gelatin which is protein based. The future of Jell-O is most probably secure and that is another reason Jell-O is a free market product success.

The commercial markets don't always produce such a reliable product with such varied use and strong staying power. Jell-O doesn't have to be significantly reinvented because consumers do that all by themselves. Jell-O is cost effective and has withstood the test of time. Without Jell-O, the free market would perhaps be one less innovation short of brilliant.

Sources:

http://www.ideafinder.com/history/inventions/jello.htm
http://www.imclicensing.com/March_24_2006.html
http://forum.lowcarber.org/showthread.php?t=40834
http://pubs.acs.org/cen/whatstuff/stuff/8120jello.html
http://www.transbay.net/~enf/jello.html
http://www.digitaldeliftp.com/LookAround/advertspot_jello.htm