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