Analysis: Kraft’s MiO Fit Needed More Than 30 Seconds


Tracy Morgan in MiO Fit's "Anthem" commercial

While MiO Fit’s success cannot be judged by commercials alone, this one by Kraft fell short of expectations. All great products fulfill a need; it’s just tough to get the right message across with only 30 seconds.

Design Review: MiO Fit


MiO Fit

Design Review of MiO Fit: The molecular aberrations to the Mio “M” brandmark appeal to the sports science aesthetic and efficacy we’ve all come to expect from category leaders Gatorade and Powerade.

Super Bowl Commercial: MiO Fit – “Anthem”


MiO Fit - Anthem

Gatorade and Powerade are put on notice by Kraft, who brings out Tracy Morgan to promote their new MiO Fit liquid water enhancer. Go electrolytes!

Review: MiO Fit – Arctic Grape & Berry Blast


MiO Fit - Arctic Grape & Berry Blast

MiO Fit brings lots of sodium to the marketplace, with Arctic Grape & Berry Blast featuring both electrolytes and vitamins. Grape is good; Berry Blast is so-so.

This Just In: MiO Fit – Arctic Grape & Berry Blast


MiO Fit - Arctic Grape & Berry Blast

MiO water enhancer extends their lineup with two new “sports drink” flavors, which include electrolytes and vitamins: Arctic Grape & Berry Blast

Coming Soon: MiO Fit


MiO Fit

MiO Fit is a a new version of the liquid flavor enhancer that contains both electrolytes and vitamins.

Review: MiO – Lemonade & Blueberry Lemonade


MiO Lemonade & MiO Blueberry Lemonade

These two new flavors are considerably better tasting than some of the previous MiO releases. Still, we question the value for consumers overall.

This Just In: MiO Lemonade & MiO Blueberry Lemonade


MiO Lemonade & MiO Blueberry Lemonade

MiO water enhancer debuting two new flavors this spring: Lemonade & Blueberry Lemonade

Coming Soon: Dasani Drops


Dasani Drops

Coke looks to take on Kraft Foods’ MiO with Dasani Drops; Walmart’s Great Value Energy generic version already available

Coming Soon: MiO Energy


MiO Energy - Black Cherry & Thunder Punch

Arriving December 2011: MiO Energy, a new version of the liquid flavor enhancer that contains both caffeine and vitamins.