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Kraft enters sports nutrition market with new MiO Fit water enhancer variant

By Elaine WATSON , 22-Jan-2013

Kraft enters sports nutrition market with MiO Fit water enhancer

A new electrolyte-enhanced extension of Kraft’s MiO liquid water enhancer will debut in a 30-second commercial during Super Bowl XLVII.

MiO Fit, which contains electrolytes and B vitamins, allows users to create their own "zero-calorie personalized sports drink", said Doug Weekes, VP Refreshment Beverages for Kraft.

The Super Bowl ad, which features actor and comedian Tracy Morgan, will kick off an integrated marketing effort combining PR, sampling, social media and other initiatives to introduce MiO Fit, said Weekes.  

MiO Fit is available in Arctic Grape and Berry Blast.