Critics say these molds encourage drinking through the use of Jell-O shots.

Jake New of Inside Higher Ed reported.

Jell-O Shots: University-Approved?

Last month — just in time for a new season of college football — Kraft Foods released a new line of Jell-O molds in the shapes of various university logos. Four of the “jiggler mold kits” were unveiled last year, but products for 16 more teams have now been added, including the University of Alabama, Ohio State University, and the University of California at Los Angeles.

In a press release, Kraft said the kits are meant to be used in creating Jell-O treats for tailgate parties for alumni and fans. But some are concerned that the themed molds could be seen as university-endorsed invitations to create alcohol-laced “Jell-O shots” — a mixed message for universities fighting to curb binge drinking among students.

Jell-O shots are so ubiquitous that a recent Associated Press article about Jell-O’s financial troubles placed the alcoholic treats right next to Bill Cosby when describing the product’s enduring cultural appeal. Everybody remembers those old Cosby ads for Jell-O pudding, the AP wrote, and everybody remembers “knocking back Jell-O shots” in college.

Kraft admits that it is aware Jell-O shots are a popular way to consume the dessert, but the company told the website Vocativ that it doesn’t condone using the molds for that purpose. The half-dozen universities contacted for this article did not return requests for comment.