||This article appears to be written like an advertisement. (June 2012)|
MIO is a zero-calorie liquid beverage mix that offers artificially sweetened beverage options in multiple flavors. MiO was originally released by Kraft Foods in March 2011. The current motto is "Squirt Some". MiO, when translated from Italian and Spanish, means "mine". MiO Energy was launched in 2012. MiO FIT was launched in 2013.
MiO products state they use no artificial flavors, but are artificially colored and sweetened with concentrated syrups. MiO Energy contains 60 milligrams of caffeine per serving. With the exception of Canadian varieties, all contain propylene glycol.
MiO is listed as having less than 2% of natural flavors. Other listed ingredients are citric acid, propylene glycol, malic acid, sucralose, acesulfame potassium, potassium citrate, Allura Red AC 40, Brilliant Blue FCF 1 and potassium sorbate. Red 40 is banned in some European countries and is not recommended for children. Blue1 has been banned in a number of European countries.
MiO flavors currently include:
- Berry Pomegranate
- Fruit Punch
- Mango Peach
- Orange Tangerine
- Peach Tea
- Sweet Tea
- Strawberry Watermelon
- MiO Energy: Black Cherry
- MiO Energy: Green Thunder
- Blueberry Lemonade
- Cherry Blackberry
- Cranberry Raspberry
- MiO FIT: Berry Blast
- MiO FIT: Arctic Grape
MiO products sold in Canada do not contain propylene glycol. MiO Energy is not available in Canada, but MiO Sport is. MiO products sold in Canada have the following nutritional value: per 1/2 tsp (2 ml) serving calories 0 Fat 0 Carbohydrates 0 Protein 0 Not a significant amount of other nutrients, according to their label.
MiO advertising initially centered around The Second City character Sassy Gay Friend, portrayed by comedian-actor Brian Gallivan. Gallivan had already been creating viral comedy videos in which this character was interjected into stories from literature or history (such as Romeo & Juliet); he began adding short dialog about the product into these clips. His slogan for the product was "Flip it. Tip it. Sip it!" Later there were two "man on the street" style videos in which 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.
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- "MiO". Kraftcanada.com. 2012-03-26. Retrieved 2013-03-03.
- Zoe Galland. "Kraft MiO ads bring in Second City’s ‘Sassy Gay Friend’". ChicagoBreakingBusiness.com.
- youtube ad. "Television Advertisement". youtube.com.