NORTHFIELD, Ill. - Used to be consumers drank water from the tap. Then came along water in a bottle and an entirely new trend began. Now, Kraft Foods is betting liquid water enhancers will ignite another trend in water consumption, USA Today reports.

Next month, Kraft debuts its MiO, a line of concentrated liquid flavorings that have no calories. In varieties such as Strawberry Watermelon and Berry Pomegranate, the flavorings come in sleek bottles. One bottle can make around 24 servings.

This is the Kraft??s first new food or beverage category since DiGiorno rising-crust pizza debuted in 1995. The food and beverage maker says MiO is all about customization.

"This is the next big thing," said Roxanne Bernstein, MiO brand director. "It??s an entirely new category."

Smaller companies have made similar products, such as Capella Drops, which has sold water flavorings for six years. "The little guys are taking this concept and doing it right," said Tom Cangley, who co-founded Capella Flavors.

Kraft??s MiO has no artificial flavors, but it does contain artificial colors and sweeteners, as well as preservatives. Kraft also sells the extremely well liked Crystal Light. MiO??s target consumer is men and women between the ages of 18 and 39 who like to personalize their beverages.

But some wonder if a product like MiO is even needed. Lynn Dornblaser, who heads new products at Mintel, voices the question many are probably asking themselves: "How many different ways do consumers need to change a plain bottle of water?"