NEW YORK – Kraft Foods Group hopes that a renewed push can help reverse a sales slump for its Jell-O brand, Advertising Age reports.

The company kicked off a new campaign yesterday that the marketer said will return the brand’s focus to families and fun, ending its recent adult-centric approach.

The goal is to reestablish Jell-O's "core purpose" of "food for fun," said Dan O'Leary, Kraft's senior director of marketing for desserts.

Jell-O is an "iconic brand that has lost relevancy with the consumer due to changing purchase and eating habits. Dessert consumption is down and they have not really made the transition to snack,” said Rick Shea, a former Kraft executive.

The new push is part of Kraft’s strategy of refocusing on its iconic brands that executives feel were neglected when they were part of Kraft Foods Inc, which split last October into Kraft Foods Group and Mondelez International.

Sales of Jell-O fell last year after media spending was cut in half, according to Kantar Media. In the year ending July 14, Kraft’s gelatin dessert mix sales dropped 0.45% to $154 million, while refrigerated pudding, mousse and gelatin sales plunged $19% to $337 million, according to IRI.

As a result, Kraft said it is doubling its marketing spend on Jell-O, which includes TV, print and digital.

Kraft must contend with changing consumer eating habits. According to NDP Group, the percentage of dinners that include dessert is now at 13.8%, the lowest number in 25 years.