The animated figure was introduced in 1954, promoting the brand of sweet powdered drinks to kids. Since then, the figure has received a number of refreshes, the last in 2000, ABC News notes.
Computer-generated graphics have now refined the figure’s image. And he is getting a new voice. A mobile app will debut in June, allowing users to insert the Kool-Aid Man into their own photos and share them with friends.
A Kraft senior brand manager said changes to the pitcher man were meant to give him a more contemporary appearance.
Shares of Kraft Foods rose modestly in midday trading on Tuesday.