Kraft Foods Rolls Out Biggest Beverage Launch in a Decade

February 24, 2011

Meet MiO: a liquid water enhancer.

Kraft Foods (Northfield, IL) announced on Tuesday the launch of its largest ever beverage brand introduction: MiO liquid water enhancer.

Reports indicate that MiO is Kraft’s biggest product launch since the company introduced DiGiorno frozen pizza in 1995.

MiO imparts one of six flavors (berry pomegranate, fruit punch, mango peach, peach tea, sweet tea, and strawberry watermelon) and color to a plain glass of water.

The product contains no caffeine, calories, carbohydrates, sugar, or artificial flavors. According to the product’s facebook page, MiO is sweetened with the calorie-free chemical sweeteners sucralose and acesulfame potassium. Other ingredients in the product are yet to be disclosed.

To hype up the product, Kraft is giving away 100,000 bottles of MiO (retail price: $3.99) on MiO’s facebook page. A nationwide launch is set for March 7.

“This is the next big thing,” product director Roxanne Bernstein told USAToday. “It's an entirely new category.”