Prior to 2011, it had been about 15 years since Kraft Foods had launched a new brand. So what better time then to try and invent a whole new category for the beverage segment? In his presentation at The Packaging Conference (Feb. 4-6; Atlanta, GA), Peter Borowski, head of design at Kraft Foods, discussed the journey of inventing MiO, which he called “one of Kraft’s largest and most successful brand launches.” Tagging Options Domain:  All Sites Keywords:  plastic packaging MiO Kraft Foods beverages packaging conference read more

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Kraft MiO packaging squeezes a shapely market niche