Consumers of Kraft Foods’ new Mio Energy line of water enhancers may not like snowboarding or mountain biking, but their purchase is energizing a red-hot beverage category. Seeing an opportunity to expand beyond the core audience of young adult males, manufacturers of traditional drinks are infusing their brands with an extra boost. In addition to Mio Energy, brands like V8, Crystal Light and Celestial Seasonings now come in energy varieties. Lesser-known brands and even private ...

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