Posted by Barry Silverstein on February 22, 2011 02:00 PM
One of Kraft's biggest-ever product rollouts may seem like a whole lot of nothing — flavor drops for water. Yet MiO is Kraft's newest attempt to grab its share of flavored water, a category that accounts for about $1 billion in sales.
It's a flavoring drop for water that has no calories and is packaged in slick squeeze bottles that look like over-sized water droplets. Each bottle sells for $3.99 and can flavor about 24 servings of water.
MiO will be available in six flavors: Berry Pomegranate, Fruit Punch, Mango Peach, Peach Tea, Sweet Tea, and Strawberry Watermelon. It's certainly eye-catching in a lava lamp-like way — but does it taste good? And why is Kraft using Sassy Gay Friend to market it?Continue reading...