Kraft Foods is planning to launch a new caffeinated version of its MiO “water enhancer” in December, according to an article in the Financial Times. With MiO Energy, Kraft will utilize its vast sales and marketing force and powerful distribution channels to begin competing in a US energy drink market with annual sales estimated at $6 billion.
“We have certainly seen strong growth in the energy drink category,” Kraft CEO Irene Rosenfeld told the newspaper. “We’ve had a smashing success with MiO and I think this is the perfect platform for the category.”
Rosenfeld said that MiO Energy, a highly concentrated and caffeinated liquid, will be targeted to millennial male consumers who tend to purchase energy drinks in convenience stores. The new product will join the line of MiO products that Rosenfeld claims is poised to reach $100 million in sales in its first year on shelves.
MiO Energy is designed to be mixed with eight ounces of water and to create a beverage that contains 60 milligrams of caffeine. MiO Energy will come in two sizes – 12 servings and 18 servings and will include Black Cherry and Thunder Punch flavors.