2 years ago, Kraft launched a new product into the market called Mio Water Enhancer. The result of an intra-company brainstorming session, this water flavoring was Krafts’ biggest product launch in a decade. We quickly called bullshit on this product, full of artificial ingredients.
Our call to consumers must have gone unheard, because Kraft is now expanding the Mio line to include Mio Fit:
“From the court to the field to the gym, MiO Fit gives you what you want after breaking a sweat – including electrolytes, B vitamins and zero calories – by changing water into a refreshing sports drink made to your ideal taste. The unique, portable bottle means you can always carry multiple servings of MiO Fit with you wherever you go.”
Information on the product is unavailable yet, because it has not formally launched. It will be unveiled to millions of Americans during the Superbowl on Sunday. But based on the ingredients of its elders, we are not expecting any miracles:
Water, Citric Acid, Propylene Glycol, Malic Acid, Contains Less than 2% of Natural Flavor, Sucralose and Acesulfame Potassium (Sweeteners), Potassium Citrate, Red 40, Blue 1, Potassium Sorbate (Preservative).
People – what’s wrong with plain water and a healthy diet?? You are working out for an hour, sweating and pushing yourself. Obviously you have self control and discipline. Is it really that hard to get yourself used to drinking plain water?
If you believe that your body is your temple, why contaminate it with artificial sweeteners that may cause cancer? Do you really need the bright red / blue artificial colors to make your water more palatable?
As if Mio original wasn’t bad enough, now Kraft is trying to convince us that Mio Fit has actual health benefits. Arggh…When it comes to the B vitamins and electrolytes, you can get those from eating real food. Even as simple as a banana. or a slice of whole grain bread with peanut butter.
But then again, the 30 second Superbowl commercial this weekend will probably convince you otherwise.