Water is arguably the most important thing you put in your body – but it certainly isn’t always the most exciting. For the first time, Kraft Foods hopes to change that with a new product that appeals to consumers’ desires to customize their food and beverage: a liquid water enhancer.
MiO, which means “mine” in Italian, is a a zero-calorie, concentrated line of liquid flavorings sold in sleek bottles that contain approximately 24 servings and retail for the suggested price of $3.99. Flavor offerings include Berry Pomegranate and Strawberry Watermelon.
“This is the next big thing,” says Roxanne Bernstein, director of the brand told USA Today. “It’s an entirely new category.”
While there are certainly other water enhancers on store shelves, such as Crystal Light, MiO is different from its successors in that all similar products are powders. MiO is a concentrated liquid packaged in tiny droplet-shaped containers that some have compared to eye drop bottles.