Mama "Mio!"

Last year, Kraft Foods Group launched Mio, a nationally marketed "liquid water enhancer." Its introduction to the market left many skeptical about its quality and purpose, including myself. But the seemingly hesitant consumer attitude has proven to not be as strong as what we may think. Within the first 52 weeks of its introduction, Mio had over $140 million in sales, a number that continues to grow and it expected to double in the next year. Despite all of the doubts and harsh critics, Mio has become one of the leading products in the bevarage enhancer category which has gotten the attention of other major food and beverage companies.

Mio's strategy is rooted in the fact that it is the millenium product; a new-age beverage enhancer for the individuals in our society and those who value the ability to customize many aspects of their lives. Mio gives the consumer freedom by allowing them to choose the flavor, amount, and application of the product to their beverages and even some foods. Whether you like a lot of flavor or just a hint, Mio delivers.

Mio's target and objective are very clear and concise and when you think about it, very clever and practical. Until now, one of the only products that offered enhancements to your water were Crystal Light packets and tea bags. Mio has brought a new and refreshed look to the simple and necessary act of drinking water. Its small container and portability enhances the ability to customize the consumers' water quickly, easily, and while on the go. Kraft has added and extention to the product line by introducing two new flavors with caffiene for a quick and delicious boost of energy. With the fast-paced lifestyles of today's "millenials," the energy line is a very smart move by Kraft.

Since Mio's birth, other companies have been keeping their eye on its success. Coca-Cola is one of those companies. This fall, the most recognizable brand on the planet plans to release its own line of beverage enhancers, called Dasani Drops, under the Dasani sub-brand. Hmmm, I wonder how they came up with this idea! If you looked up the terms "desperate", "panic", or "copy-cat" in the dictionary, Dasani Drops would be there. This is such a typical and predictable move by Coca-Cola and it is a move that I think consumers are too smart to dive into. Mio better be hiring some good lawyers and patenting the you-know-what out of their product to prevent the bully that is Coca-Cola from copying Mio and taking market share.

Reading this article devalued Coca-Cola in my mind. While it is a necessary business move that Coca-Cola is taking, I have just always been one to root for the underdog. I have not yet tried Mio but be assured that I will, and will continue to support their fight against Dasani Drops and other imitation products. A good idea deserves to be preserved, and that good idea is Mio.


http://adage.com/article/news/kraft-s-smash-product-mio-attracts-rival-coke-s-dasani/238110/