Kraft MiO: Environmentally Friendly Water Enhancer or Pretty Chemical Colors?


It's an "era of personalization," and eager to "cash in on consumers' desire to customize," Kraft announced Wednesday (Feb. 23) the March introduction of a new flavored water enhancer, MiO (Italian for "mine").

Like other water enhancers -- think Crystal Light -- this one is meant to be mixed into water for "exciting" and personal flavors without extra calories. Unlike some other water enhancers, MiO is liquid, and is meant to give you the startling flexibility of being able to choose how much you add to your water. One drop? A baker's dozen?

Says Liza Laibe, Kraft beverages senior brand research and development manager, "Consumers tell us they can't believe nobody has thought of this before."