Hoping to tap into the runaway success of its MiO brand, Kraft has launched Crystal Light Liquid, a new line of line of zero-calorie liquid flavor enhancers targeted toward women. The line hit stores nationwide on Tuesday.
Crystal Light Liquid, which contains no sugar or caffeine and is gluten-free, is available in six flavors: Strawberry Lemonade, Blueberry Raspberry, Iced Tea, Mango Passionfruit, Peach Bellini and Pomtini. The manufacturer’s suggested retail price is $3.99 per 1.62 oz. bottle.
Although the category is relatively new, liquid flavor enhancers appear to be gaining significant traction among consumers and suppliers, including The Coca-Cola Co., which last year unveiled its Dasani Drops line, and Ecosentials LLC’s Vitamin Squeeze Water Enhancers, which recently gained shelf space in Safeway stores nationwide. However, it is the tremendous growth and expansion of MiO that continues to make waves in the beverage industry. Launched only two years ago, the brand is on pace to surpass $200 million in sales, according to The Wall Street Journal, and recently added a new sports/fitness-focused line extension that Kraft supported with a 30-second commercial aired during the recently held Super Bowl.