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MiO

Former logo used from the brand's introduction until 2024
Product type	Beverage mix
Owner	Kraft Heinz
Introduced	2011; 13 years ago (2011)
Website	makeitmio.com

MiO is a liquid beverage mix owned by Kraft Heinz, which intends it as an additive to flavor water, carbonated water, and other beverages. It was introduced in 2011. In 2019, MiO launched a line of powdered beverage mixes in addition to its liquid offerings.

Ingredients

MiO products are artificially colored and sweetened with concentrated syrups. Caffeinated variants of the MiO brand are marketed as MiO Energy. This version of the product contains 60 mg of caffeine per serving. MiO is listed as containing less than 2% natural flavors. Other listed ingredients are citric acid, malic acid, sucralose, acesulfame potassium, potassium citrate, gum arabic, sucrose acetate isobutyrate, Red 40, Blue 1, and potassium sorbate.

Advertising

MiO advertising initially centered on The Second City character Sassy Gay Friend, portrayed by comedian-actor Brian Gallivan. Gallivan had already created comedy videos that featured this character in stories from literature or history (such as Romeo & Juliet). He began adding short dialogs about the product into these clips. His slogan for the product was "Flip it. Tip it. Sip it!" In two later "man on the street" style videos, he demonstrates the product to passers-by.

MiO later started an advertisement campaign with the slogan "Make it Yours, Make it MiO". This advertising featured animated animals discussing the product.

See also

• Borg (drink)

References

1. kb (April 12, 2011). "MiO Versus Hint: No Contest", NaturalAsPossibleMom.com.
2. "MiO Fruit Punch Liquid Water Enhancer Product Page". Kraft Heinz. Retrieved 2021-04-09.
3. Zoe Galland. "Kraft MiO ads bring in Second City's 'Sassy Gay Friend'". ChicagoBreakingBusiness.com.
4. youtube ad. "Television Advertisement". youtube.com.

External links

• Official website

v t e The Kraft Heinz Company
Predecessor	Kraft Foods (1923–2012)
Divisions	Kraft Foods Heinz
Brands	Kraft Kraft Kraft Macaroni and Cheese Kraft Easymac Kraft Mayo Kraft Singles A1 Steak Sauce Baker's Boca Burger Bulls-Eye Barbecue Sauce Calumet Capri Sun Claussen Cool Whip Country Time Crystal Light Gevalia Grey Poupon Handi-Snacks Jell-O Jet-Puffed Marshmallows Knox Kool-Aid Lunchables Maxwell House MiO Miracle Whip Nabob Oscar Mayer Sanka Shake 'n Bake Stove Top Tassimo Velveeta Heinz Heinz Beans Ketchup Salad cream Sandwich Spread Tomate frito ABC Asian Home Gourmet Cerebos (Asia Pacific) Farley's Golden Circle Greenseas Gregg's HP Foods Daddies HP Sauce Lea & Perrins Momofuku sauces Ore-Ida Bagel Bites Tater Tots Saxa (Australia) T.G.I. Friday's Wattie's Weight Watchers from Heinz Wyler's Mrs. Grass
Facilities	North America Lofts Asia Northgate Europe Wigan
People	James L. Kraft Henry J. Heinz Joel Owsley Cheek
Related	Heinz 57 Good things come to those who wait Mondelez International (Nabisco, Cadbury) JDE Peet's Kraft Foods Inc. General Foods
Category Commons

v t e Kraft Foods current brands
Baking	Calumet Shake 'n Bake Stove Top
Beverages	Capri Sun Country Time Crystal Light Gevalia Kool-Aid Maxwell House MiO Nabob Sanka Tassimo
Condiments	A.1. Bull's-Eye Claussen Grey Poupon Kraft Mayo Miracle Whip Primal Kitchen
Convenience food	Boca Burger Jell-O Jet-Puffed Kraft Dinner Lunchables Oscar Mayer Velveeta (pasta)
Dairy	Cheez Whiz Cool Whip Dream Whip Kraft Singles Philadelphia Velveeta
Category Commons

• Drink brands
• Products introduced in 2011
• Kraft Foods brands
• Non-alcoholic drinks