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Mizone

From Wikipedia, the free encyclopedia
Mizone
TypeSports drink
ManufacturerFrucor Suntory
OriginNew Zealand
Introduced2000; 26 years ago (2000)
Websitefrucorsuntory.com/mizone

Mizone, also known as Mizone Sports Water, is a formulated sports drink manufactured by Frucor Suntory, a Japanese-owned beverage company operating in Australasia.[1][2] It is known as Maidong (脉动) in China[3] and B'lue in Thailand, Indonesia, and the Philippines.[4][5]

History

[edit]
'Maidong', Chinese range of the drink

The flavoured sports water was launched by Frucor in New Zealand in October 2000.[6] In the first 9 weeks of its launch in New Zealand, Mizone accomplished 15% market share in petrol stations, which was a hortative sign for the water business.[6] In 2003, Frucor's parent company Danone released the drink in China, and Chinese company Robust Co Ltd adapted the product under the name 'Maidong', which means "pulse". The product began to be popular with those residing in urban areas. A year after its creation, 'Maidong' became the best-selling energy-drink and was named China's beverage of the year. In 2006, the drink had a strong start in Indonesia under the Mizone brand.[7]

In 2014, due to the influx of new sports drinks and water brands, Mizone launched a new campaign with the slogan "More than Water" to represent the drink as the modern man's hydration and to have drinking plain water appear to be an outdated way to hydrate one's self.[8]

In 2018, after the drink's declination in Australia, its brand was relaunched via a campaign that featured Australian cricketer and soccer player Ellyse Perry, with the slogan "find your zone".[9] As of 2023, Fructor Suntory has indefinitely ceased to distribute Mizone in Australia.[a][citation needed] In October 2023, Mizone was revamped in China, after its underperformance in the country, by releasing Mizone Electrolyte +, a grapefruit-flavoured variant aimed for those who want to increase their electrolyte intake.[10]

Products

[edit]
Lemon and lime-flavoured range, introduced in 2018
Mizone Lime Flavoured Still Water
Nutritional value per 750 millilitres (25 US fl oz)
Energy116.6 kcal (488 kJ)
27.9
Sugars27.9
Dietary fiber0
0
0
Vitamins and minerals
MineralsQuantity
%DV†
Potassium
0%
0 mg
Sodium
7%
170 mg
†Percentages estimated using US recommendations for adults,[11] except for potassium, which is estimated based on expert recommendation from the National Academies.[12]

Mizone comes in 750mL transparent, somewhat curved, blue plastic bottles that have depressions made for fingers at the bottom half. The bottles feature a blue flip and flow lid that opens to a nozzle.[citation needed] In Australia, a 800ml sipper bottle was available when the drink was first launched in 2001.[1]

In Australia, Mizone Active Water came in lime, blackcurrant, mandarin and raspberry, while the product in New Zealand was made up of lime, passionfruit, mandarin and crisp apple. Mizone Isopower was available only in New Zealand. The drink had two low-carb flavours, Raspberry Rush and Lemon Lime Charge, which are discontinued. The last range was Mizone Rapid, launched in 2007 and discontinued in 2011.[citation needed]

In 2016, Mizone Activ was launched in Indonesia, targeted to the sports community.[13] In 2017, Mizone expanded its product line in China, where it included two new flavours; cactus green orange and sea salt mango, including a new merchandise line titled "blazing energy," which is high in taurine and plant extracts. In 2019, also in China, Mizone introduced three new products; taurine, ginseng and fiber.[14]

In New Zealand, the drink comes in three flavours; lime, mandarin and crisp apple, as per the official website.[b] In Indonesia, the drink currently comes in cherry blossom, cranberry, starfruit and lychee lemon flavours.[15]

Ingredients

[edit]

A blend of purified water and natural fruit flavours, Mizone features antioxidant, vitamins (vitamin C, Vitamin B3, Vitamin B5, Vitamin B6, Vitamin B12), electrolytes, vitamin B, carbohydrates (glucose, fructose and sucrose), sodium chloride, citric acid, apple cider vinegar, in addition to variants and ranges of the drink that have come with flavours such as apple, blackcurrant, passionfruit, raspberry, mandarin, lemon/lime, strawberry and watermelon, throughout the course of its history.[16][17] Furthermore, the drink does not contain artificial colours or preservatives and it has a third less sugar than other sport drinks.[18][independent source needed]

Advertising

[edit]

In 2011, Danone launched 'Ur Flava' in Indonesia, partnering with Admax Network, with the aim to expand the brand beyond the beverage category and capture the young professional markets.[19]

References

[edit]
  1. 1 2 "Health-conscious drinkers lap up Mizone's light taste". nzherald.co.nz. Retrieved 19 October 2023.
  2. ↑ "Bottles of 'enhanced' water given a nutritional serve". stuff.co.nz. Retrieved 19 October 2023.
  3. ↑ "Mizone". Danone. Retrieved 1 November 2023.
  4. ↑ Ratirita (7 March 2019). Sappe ร่วมทุน Danone ส่งแบรนด์ B'lue ลงตลาดเครื่องดื่มผสมวิตามิน [Sappe partners with Danone to launch B'lue brand of vitamin-infused drinks]. Brand Inside (in Thai). Retrieved 19 November 2025.
  5. ↑ Jitpleecheep, Pitsinee (8 March 2019). "Danone spies opportunity in local beverage market". Bangkok Post. Retrieved 19 November 2025.
  6. 1 2 "FRUCOR CEO MARK COWSILL". Sharechat. Retrieved 19 October 2023.
  7. ↑ "History" (PDF). Danone. Retrieved 19 October 2023.
  8. ↑ "MIZONE LAUNCHES 'MORE THAN WATER' REPOSITIONING IN RADIO + OUTDOOR CAMPAIGN VIA COLENSO BBDO". Campaign Brief. 11 December 2014. Retrieved 19 October 2023.
  9. ↑ "Frucor Suntory Unveils First Brand Campaign via The projects* to Relaunch Sport Drink Mizone". FAB news. 8 February 2018. Retrieved 25 October 2023.
  10. ↑ "Danone H1 results: Aptamil delivers 'solid growth' while Mizone recovers from underperformance in China". William Reed Ltd 2023. Retrieved 1 November 2023.
  11. ↑ United States Food and Drug Administration (2024). "Daily Value on the Nutrition and Supplement Facts Labels". FDA. Archived from the original on 2024-03-27. Retrieved 2024-03-28.
  12. ↑ "TABLE 4-7 Comparison of Potassium Adequate Intakes Established in This Report to Potassium Adequate Intakes Established in the 2005 DRI Report". p. 120. In: Stallings, Virginia A.; Harrison, Meghan; Oria, Maria, eds. (2019). "Potassium: Dietary Reference Intakes for Adequacy". Dietary Reference Intakes for Sodium and Potassium. pp. 101–124. doi:10.17226/25353. ISBN 978-0-309-48834-1. PMID 30844154. NCBI NBK545428.
  13. ↑ "Mizone stays relevant with sports through Activ". Mini Me Insights. 17 June 2016. Retrieved 25 October 2023.
  14. ↑ "Danone Upgrades Mizone Vitamin Beverage in Hope of Reversing Downward Sales Trajectory". REACH24H, Chemlinked. Retrieved 19 October 2023.
  15. ↑ "Mizone Indonesia". Danone. Retrieved 19 October 2023.
  16. ↑ "Mizone Sport – Sports Drink Range". The Grocery Geek. Retrieved 19 October 2023.
  17. ↑ "Mizone". FRUCOR SUNTORY. Retrieved 19 October 2023.
  18. ↑ "Mizone sports water relaunched by Frucor in Australia". FRUCOR Frucor. Retrieved 19 October 2023.
  19. ↑ "CASE STUDY: Mizone captures teens and young professionals with new isotonic drink". Campaign Asia. Retrieved 19 October 2023.

Notes

[edit]
  1. ↑ The Chinese range 'Maidong' is found in Asian supermarkets across the country.
  2. ↑ The official Australasian website of Fructor, linked in the infobox, lists three flavours of the drink.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Mizone&oldid=1361828055"