A lot has been made of the new Kraft "liquid flavoring" product Mio. But in the spirit of what is old is new again, it looks to me that it is just a re-imagining of what is often called a coridal in the USA, and orange squash in England.
Their opportunity has been the stick pack powder business that has grown dramatically in recent years. The brand leading that charge has been Kraft's own redoubtable Crystal Light. Now they see the chance to make the er-constitution category more contemporary - and reach a younger consumer.
Certainly I applaud their creativity in their "Liquid Water Enhancer", but unless there is a significant taste improvement, it may struggle to sell at the premium price they are asking. People fundamentally buy reconstituted products to save money.
So this is a good opportunity to show an old Quosh package - but I'm struggling to find one. Instead here is some vintage advertising that is from way before my time...
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