Kraft to introduce MiO water flavoring

By Emily Bryson York
Posted Feb. 22 at 1:42 p.m.

Northfield-based Kraft Foods Inc. is introducing a product Tuesday that lets consumers flavor their water. Kraft calls MiO a “liquid water enhancer” and lets users add as much or as little flavoring as they want.

MiO bottles will include enough droplets for about 24 servings and sell for $3.99. The products will be available in groceries March 7 and nationwide by March 31.

MiO senior brand manager Liza Laibe notes that consumers drink 170 billion servings of water every year, including bottled and tap.

“Bottled water alone is a $10 billion business,” she said. “When you look at tap, it’s three times the consumption of bottled water.”

MiO is launching with six flavors, including pomegranate, mango peach, sweet tea and strawberry watermelon. It’s Kraft’s first brand introduction since 1995, when it launched DiGiorno pizzas.

Kraft is giving away 100,000 free samples through MiO’s Facebook fan page. National TV ads, from McgarryBowen Chicago, will begin airing March 31.

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  1. SteveB Feb. 22 at 11:11 pm

    $4 for flavor drop(let)s?! Riiight.

  2. Pat Robertson Feb. 23 at 1:18 a.m.

    A revolution in not having to drink water! No longer shall I carry around dirty old kool-aid powder. Now I can tote this syrup pipette for whenever I need me some citric acid!