Photo: MiO Facebook
Kraft is the latest to join the crowd. Their new MiO Liquid Water Enhancer, set to debut in March, is a zero-calorie line of flavorings ranging from Berry Pomegranate to Strawberry Watermelon. The twist? This isn't a powder. MiO is a concentrated liquid that comes in tiny eye-drop-sized bottles.
MiO is the food giant's first new product category in 15 years (their last big launch was DiGriorno rising-crust pizza), and they're putting a lot of marketing muscle behind it. To push the product, they've come up with the notion of "water personalization." (Mio means "mine" in Italian.)
But let's get real: The ingredient list is full of artificial colors, sweeteners and preservatives. What's so wrong about having clean, unflavored water? Or --gasp-- maybe adding real pomegranate juice if you want a taste of pomegranate?
Liza Laibe, Kraft beverages senior brand R&D manager tells USA Today the target market is 18 to 39 year olds who "prefer to customize their experiences."
Kind of like dyeing Easter eggs, we presume.
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