Kraft Foods to enter energy drinks sector in December with launch of caffeinated version of its MiO water enhancer, CEO says
November 7, 2011
– According to an article in the Financial Times, Kraft Foods Inc. will enter the energy drinks sector next month with a launch of a caffeinated version of its MiO water enhancer, MarketWatch reported Nov. 7.
Kraft CEO Irene Rosenfield said the energy drinks sector was the perfect platform for the new MiO Energy product, which would be targeted at “millennial” male consumers who tend to buy energy drinks at convenience stores.
Rosenfield said she expects the original MiO to generate US$100 million in revenue in its first year on the market.
The primary source of this article is MarketWatch, New York, New York, on Nov. 7, 2011.