Coca-Cola European Partners has announced the launch of the globally successful, premium iced tea brand Fuze Tea in GB – a fusion of the flavours of fruits, botanicals and tea, with two low sugar variants.
Already established in 40 markets and one of the fastest growing brands in The Coca-Cola Company portfolio, Fuze Tea launched simultaneously across Western Europe and Central and Eastern Europe this Spring. The expansion of Fuze Tea into new markets demonstrates Coca-Cola’s strategy to offer consumers more choice, by introducing a succession of great tasting new category drinks.
Fuze Tea is a unique fusion of fruit flavours, botanicals, tea extracts and other ingredients which deliver a fresh, contemporary tea taste, offering a premium alternative within the iced tea category. It initially launched in 2012 in 14 international markets and saw accelerated growth to billion-dollar status in less than three years.
Blends include Black Tea Peach with a touch of hibiscus and Green Tea Mango with a hint of chamomile. These great tasting blends were developed at The Coca- Cola R&D centre in Brussels, to match key occasions, deliver new choice and appeal to evolving consumer preferences.
The tea extracts in Fuze Tea come from 100% sustainably sourced tea leaves, contributing to Coca-Cola’s global aim to sustainably source 100% of its key agricultural ingredients and raw materials by 2020. Fuze Tea is also low in calories – between 14 and 19 calories per 100ml depending on the flavour – and sweetened with stevia in response to consumers’ increasing demands for different products.
The two variants are available in 400ml PET onthe- go bottles and 4 x 400ml PET bottle multipacks as part of a phased launch. At approximately 4gm of sugar per 100ml Fuze will be Soft Drinks Tax exempt.
The launch is supported by a £4million marketing campaign across TV, print, and digital and social channels and instore sampling targeting millennials which are the largest iced tea consumer group. The campaign titled ‘Serve yourself a little me time’ encourages consumers to take a moment to unwind in their busy lives, and refresh with a Fuze Tea.