Jell-O Goes Vegan With Its First-Ever Oat Milk Chocolate Pudding

Jell-O, the wobbly dessert that defined a century of after-school snacks and birthday parties, is now making room at the table for those seeking a vegan option. This month, the legacy brand introduced its first-ever vegan product: Oat Milk Chocolate Pudding. The launch not only marks a major pivot for Jell-O, but also signals Kraft Heinz’s first foray into the growing world of gelatin-free, dairy-free, oat milk-based sweets.

Jell-O’s Oat Milk Chocolate Pudding

The new pudding—offered in four-packs for $3.99—arrives at a time when the plant-based dessert market is surging. According to a 2024 report by Precedence Research, the global vegan dessert market was valued at $2.7 billion last year and is on track to reach $5.2 billion by 2032. In the US alone, nearly half of dairy consumers also opt for dairy-free alternatives—a reflection of both dietary needs and shifting preferences.

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Milk remains one of the most common food allergies among American children, affecting nearly 2 million annually. On top of that, more than 30 percent of the US population is lactose intolerant. But flavor and texture often come up short in the dairy-free aisle, especially in kid-friendly categories like pudding. According to Jell-O, four in five parents say they’re open to dairy-free puddings—yet most are underwhelmed by what’s available.

With this launch, Jell-O is betting that oat milk, now the fastest-growing milk alternative, is the key to cracking the code. Its creamy consistency and mild flavor make it ideal for desserts, and for Jell-O, oat milk offered a way to re-create its signature silky texture without the dairy. The company chose chocolate as the first flavor for a reason: it was the first pudding Jell-O ever released, and remains its most iconic.

Nostalgia meets modernity

“Jell-O has always brought joy through delicious, nostalgic treats—and now, we’re bringing that same spirit to the plant-based aisle,” said Lauren Gumbiner, Associate Marketing Director at Jell-O and Kraft Heinz.

“Our first-ever plant-based pudding delivers the creamy, indulgent experience families expect from Jell-O, now made with oat milk. It’s an exciting evolution that reflects our commitment to making iconic favorites more inclusive and modern than ever.”

Pudding remains one of the most beloved sweet treats in the US, with more than 40 percent of Americans enjoying it regularly, according to recent consumption data. And while the pudding category overall has been relatively static in recent years, plant-based versions are expected to breathe new life into the market. Plant-based desserts across categories—including ice cream, baked goods, and confections—are expected to grow steadily, according to research from Grand View Research, which predicts the segment will reach $8.7 billion globally by 2030.

For Kraft Heinz, the launch of this oat milk pudding could serve as a bellwether. The company has made sustainability and health-forward innovation a key part of its growth strategy, recently investing in better-for-you food innovation and more environmentally sustainable ingredients. A plant-based Jell-O aligns with both goals.

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And the timing couldn’t be better. Oat milk has exploded in popularity, becoming a staple in everything from lattes to sauces to snacks. Its rise has outpaced soy and almond in recent years, in part due to its lower allergen profile and environmental footprint. Oats require significantly less water than almonds to produce, and do not come with the same deforestation concerns as some other crops used in dairy alternatives.

While Jell-O may not be the first name to come to mind in the plant-based space, its entrance into the category is significant. Until now, most dairy-free pudding offerings have come from niche brands or premium health-focused companies. Jell-O’s distribution power means this product will be more accessible, more affordable, and, if all goes well, more widely adopted by families who might not otherwise explore the dairy-free section.