Editing Jell-O (section)

===Sales decline and turnaround===
[[File:Day 18 - Still Eating The Green Jello (gifrancis).jpg|thumb|150px|Lime Jell-O]]
In 1964, the [[slogan]] "There's always room for Jell-O" was introduced, promoting the product as a "light dessert" that could easily be consumed even after a heavy meal.

Throughout the 1960s through the 1980s, Jell-O's sales steadily decreased. Many Jell-O dishes, such as desserts and Jell-O salads, became special occasion foods rather than everyday items. Marketers blamed this decline on decreasing family sizes, a "fast-paced" lifestyle and women's increasing employment. By 1986, a market study concluded that mothers with young children rarely purchased Jell-O.<ref name=slate/>

To turn things around, Jell-O hired [[Dana Gioia]] to stop the decline. The marketing team revisited the Jell-O recipes published in past cookbooks and rediscovered Jigglers, although the original recipe did not use that name. Jigglers are Jell-O snacks molded into fun shapes and eaten as finger food. Jell-O launched a massive marketing campaign, notably featuring [[Bill Cosby]] as spokesman. The campaign was a huge success, causing a significant market gain.<ref name=slate/>

Cosby became the  brand's spokesperson in 1974, and he continued as the voice of Jell-O for almost thirty years.<ref>{{cite book |last1=Cross |first1=Mary |title=A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture |date=2002 |publisher=Greenwood Press |isbn=978-0313314810  |access-date=September 4, 2020 |url=https://archive.org/details/centuryofamerica00cros/page/165/ |pages=165–167}}</ref> Over his tenure as the mouthpiece for the company, he helped introduce new products such as frozen Jell-O Pops (in gelatin and pudding varieties); the new Sugar-Free Jell-O, which replaced D-Zerta in 1984 and was sweetened with [[NutraSweet]]; Jell-O Jigglers concentrated [[gummi]] snacks; and Sparkling Jell-O, a carbonated version of the dessert touted as the "Champagne of Jell-O". In 2010, Cosby returned as Jell-O spokesperson in an on-line web series called ''[[OBKB]]''.<ref>{{cite news| url=https://www.huffingtonpost.com/2010/05/17/bill-cosby-jell-o-togethe_n_578592.html | archive-url= https://web.archive.org/web/20100520091034/http://www.huffingtonpost.com/2010/05/17/bill-cosby-jell-o-togethe_n_578592.html| archive-date= May 20, 2010| url-status= dead| first= Emily| last= Frederix| work=Huffington Post | title=Bill Cosby & Jell-O: Together Again | date=May 16, 2010}}</ref>

In 1990, General Foods was merged into [[Kraft Foods Inc.]] by parent company [[Altria Group|Philip Morris]] (now the Altria Group). New flavors were introduced: [[watermelon]], [[blueberry]], [[cranberry]], [[margarita]], and [[piña colada]], among others.  In 2001, the state Senate of [[Utah]] recognized Jell-O as a favorite snack food of Utah, recognizing the  fundamental basis  of Jell-O in [[Mormon foodways|Mormon cuisine]] such as [[Jello salad|Jell-O salad]], and [[Governor of Utah|Governor]] [[Michael O. Leavitt]] declared an annual "Jell-O Week."<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/americas/1156021.stm|work=BBC News|title=Utah loves Jell-O|date=February 6, 2001|first=Katty|last=Kay|location=Washington|access-date=August 12, 2015|archive-url=https://web.archive.org/web/20150715085844/http://news.bbc.co.uk/2/hi/americas/1156021.stm|archive-date=July 15, 2015|url-status=live}}</ref> During the [[2002 Winter Olympics]] in Salt Lake City, the souvenir pins included one depicting green Jell-O.<ref>{{cite news| url= https://www.deseret.com/2002/2/6/20704070/there-s-green-jell-o-on-your-lapel| first= Valerie| last= Phillips| title= There's green Jell-O on your lapel... Abundance of food pins are unique to Salt Lake Olympics| website= [[Deseret News]]| date= February 6, 2002| access-date= April 21, 2016| archive-url= https://web.archive.org/web/20160428081819/http://www.deseretnews.com/article/893691/Theres-green-Jell-O-on-your-lapel---.html| archive-date= April 28, 2016| url-status= live}}</ref>

In the late 1980s and early 1990s, Jell-O's family-friendly reputation was slightly tarnished by [[Jello shot|Jell-O shots]] and Jell-O wrestling.<ref name=slate/>

[[File:Original Jell-O Factory Le Roy NY Aug 10.jpg|thumb|right|The original Jell-O Factory in [[Le Roy, New York]], pictured in 2010]]
{{As of|2011}}, there were over 420 million boxes of Jell-O gelatin and over 1 billion Jell-O cups sold in the United States each year.<ref>{{cite news|work=Sunday Morning|title=Wiggle Room|publisher=CBS|date=November 27, 2011|access-date=August 1, 2016|url=https://archive.org/details/KPIX_20111127_140000_CBS_News_Sunday_Morning?q=420+million+boxes#start/4881/end/4941|archive-url=https://web.archive.org/web/20161022062033/https://archive.org/details/KPIX_20111127_140000_CBS_News_Sunday_Morning?q=420+million+boxes#start/4881/end/4941|archive-date=October 22, 2016|url-status=live}}</ref> {{As of|2016}}, there were more than 110 products sold under the Jell-O brand name.<ref>[http://www.jello.com/products Jell-O Products] {{Webarchive|url=https://web.archive.org/web/20160807071456/http://www.jello.com/products |date=August 7, 2016 }}. Kraft. Retrieved August 4, 2016.</ref>

Jell-O is used as a substantial ingredient in a well-known dessert, the "Jell-O mold", which requires a [[Mold (cooking implement)|mold]] designed to hold gelatin, and the depositing of small quantities of chopped fruit, nuts, and other ingredients before it hardens to its typical form.  Fresh pineapple, papaya, kiwifruit, and ginger root cannot be used because they contain enzymes that prevent gelatin from "setting". In the case of pineapple juice and the enzyme bromelain that it contains though, the enzyme can be inactivated without denaturing through excessive heating and thus altering the flavor by the addition of a small measured amount of capsaicin sourced from hot chilies.<ref>{{cite AV media|url=https://www.youtube.com/watch?v=38EVoUsVH1A|title=Pineapple Jelly.MPG|date=March 23, 2010|work=[[YouTube]]|access-date=August 12, 2015|archive-url=https://web.archive.org/web/20150718213544/https://www.youtube.com/watch?v=38EVoUsVH1A|archive-date=July 18, 2015|url-status=live}}</ref>