Kraft Heinz introduces revamped Mio liquid concentrate targeting Gen Z health trends

Article Brief:

Kraft Heinz has rebranded its liquid concentrate Mio to better market the offering to a Gen Z audience, according to details shared with Our Website.   

The makeover for Mio shifts its focus from fixing water to highlighting wellness benefits, with the concept of "Wellness on your wavelength." This is reflected in the softer visual features, brighter colors, and wave pattern seen on the packaging and promotional materials.

Mio, introduced in 2011, collaborated with branding agency BrandOpus for the refresh. This rebrand is part of Kraft Heinz's efforts to update its product lineup to appeal to a more discerning younger audience.

Article Insight:

Mio has always been known for making water more exciting with its handy squirt bottles of liquid flavor enhancer. In 2020, the brand collaborated with VaynerMedia on a campaign called “We Fix Water” that pushed the boundaries. One memorable ad featured a castaway in the desert hesitating to drink water until a rescuer throws down a Mio bottle, saving the day.

The Kraft Heinz product is now shifting its focus from a humorous tone to a more sincere embrace of wellness. This change comes in response to the desires of Gen Z consumers who seek more from the brand.

A new wave pattern is featured prominently on the packaging, with Mio introducing an interlocking “M Wave” as a key element to emphasize the concept of “Wellness on your wavelength.” The brand has also updated its logo to a softer sans-serif design in lowercase letters, taking up prime space on packaging previously occupied by a bolder uppercase “M.” Furthermore, packaging now includes icons highlighting the wellness benefits of the products. Additionally, the brand has moved away from a “sterile” color palette of whites, blacks, and silvers, opting instead for more vibrant shades like cobalt and cyan blues, as well as cherry reds.

Mio could attract more attention by using more vibrant packaging. This will help them to catch the eye of customers in stores, on social media, and through merchandise. These are all important ways for brands to connect with Gen Z. A sneak peek of the rebrand includes models wearing Mio clothing and showcasing products like a branded bucket hat, tote bag, and phone case.

To align with the rebrand, Mio recently introduced Tap, a faucet showcasing the new design features. Priced at $159 on Amazon, this kitchen accessory reflects the growing popularity of energy drinks, with sales rising by 71% since 2017, as reported by Mintel.

According to Alice Waterman, U.S. managing director at BrandOpus, the design of Tap is versatile and consistent, transitioning seamlessly from packaging to brand visuals. It embodies modern wellness and creates a unified brand world across all touchpoints.

Mio's transformation is part of a larger trend of rebranding efforts by Kraft Heinz. It all started a few years ago when the company took a hard look at its products after facing significant losses. Since then, other brands like Jell-O, Ore-Ida, Kraft Singles, and Kraft Macaroni & Cheese have also undergone makeovers.

Editor's P/S:

Kraft Heinz's rebranding of Mio reflects the growing trend of brands seeking to appeal to Gen Z consumers. By shifting its focus from fixing water to highlighting wellness benefits, Mio aims to tap into the values of a generation known for its health consciousness and social activism. The brand's new visual identity, featuring softer lines, brighter colors, and a focus on sustainability, aligns with Gen Z's desire for products that resonate with their lifestyle and beliefs.

The introduction of Tap, a kitchen accessory that embodies the new design features, further underscores Mio's commitment to innovation and the growing popularity of energy drinks. The sleek and versatile design of Tap seamlessly integrates with the brand's overall aesthetic and provides a tangible way for consumers to engage with Mio's reimagined image. The rebranding efforts by Kraft Heinz, including the transformation of Mio, demonstrate the importance of adapting to changing consumer demands and leveraging design to establish a strong connection with target audiences.