Kraft adding energy to MiO
Nov. 8, 2011
by Keith Nunes
NORTHFIELD, ILL. — Kraft Foods Inc. will introduce a caffeinated version of its MiO flavored water enhancer next month Irene Rosenfeld, chairman and chief executive officer, said in an interview with the Financial Times newspaper.
Ms. Rosenfeld told the newspaper the target market for the product will be millennial male consumers who purchase energy beverages at convenience stores.
“We have certainly seen strong growth in the energy drink category,” she said. “We’ve had a smashing success with MiO and I think this is the perfect platform for the category.”
The Financial Times called the new product “potent” and said a 1.62-oz, 18 serving bottle will contain the caffeine equivalent of 18 cups of coffee.