Details Bubble Up on Kraft's MiO Energy Liquid Water Enhancer

Line extension among 70 just-announced new product innovations

NORTHFIELD, Ill. -- Kraft Foods Inc. said that it is rolling out more than 70 new product innovations in response to consumer demand for simplified and smart meal solutions and robust new flavor combinations. And when it comes to enhancing the taste of their food and beverages, today's consumer wants a more customized experience, the company said.

In the beverage category, 2011's new water enhancer MiO has unveiled new MiO Energy Liquid Water Enhancer in Black Cherry and Green Thunder flavors. When one squirt--about half a teaspoon--of MiO Energy is mixed with eight ounces of water, the resulting beverage also has 60 milligrams of caffeine--about the same as a six-ounce cup of coffee--as well as B vitamins.

"We have certainly seen strong growth in the energy drink category," Kraft CEO Irene Rosenfeld told the Financial Times in early November when reports about the line extension first surfaced.

"We've had a smashing success with MiO, and I think this is the perfect platform for the category. "She added that MiO Energy would be targeted at "millennial" male consumers who tend to buy energy drinks at convenience stores. She also said that original MiO, which is a colored, calorie-free, flavored liquid that is added to water, is poised to generate $100 million in revenues for its first year on the market.

Consumers also can enjoy a new offering from Crystal Light--Energy Powdered Drink Mix in three varieties, including Citrus, Grape and Peach Mango On The Go.

Northfield, Ill.-based Kraft Foods, with 2010 revenues of $49.2 billion, is a global snacks company with a portfolio of biscuits, confectionery, beverages, cheese, grocery products and convenient meals. Its major bands include Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident.

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