The Kool-Aid Man Has Vanished

The Kool-Aid Man has disappeared. It’s quite the feat, given the large stature and typically boisterous demeanor, but everything is quiet and all walls are structurally sound. Is he safe? Keeping cool? Hydrated? No one can say for sure.

His disappearance is tied to a campaign focused on a new mystery flavor. Kraft Heinz is encouraging concerned citizens to visit koolaidmystery.com and help locate the Kool-Aid Man, who’s ostensibly out traveling the world in search of that secret ingredient. “Find the Man to Find the Flavor!” the website proclaims.

Participants who join the search between now and April 3 will be eligible to win prizes, including a $10,000 vacation. Kool-Aid Mystery Jammers—ready-to-serve drink pouches that contain the unknown flavor—are on shelves nationwide for $1.99 per pack of 10 pouches. Kraft Heinz will reveal the secret flavor, along with Kool-Aid Man’s whereabouts, on April 6.

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