FUZETEA GREEN TEA 12 X 400 ML

Product Information

Wheen believes so, pointing to the beverage’s unique fusion proposition as what sets it apart: “One of the reasons for Fuze Tea’s success has been the fact that we’ve been challenging the category which has been dominated by mono-flavoured teas, such as Lipton and Nestea. You’ve got markets like Japan, China and North America, which have very established iced tea categories, where we’ve got good, strong positions and we can see how the future of the category is very strong.” Research was conducted by Atomik Research among 2,002 UK Adults aged 18+. The research fieldwork took place between the 10th and the 13th of May 2019. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code. Over the course of its 136-year history, Coca-Cola has achieved near-total domination of the global soft drinks market, barring the odd hermit state of the likes of Cuba and North Korea.

We really think it’s something which will bring something new and motivating to consumers, but it’s also competitive in the marketplace. I think what the platform does is bring a natural halo to the brand. 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. Coca-Cola is launching the first TV campaign for its iced drink Fuze Tea as it continues its push to diversify beyond fizzy drinks. The launch marked “a fantastic opportunity to provide new, more sophisticated flavours to more people” said CCEP customer marketing director Simon Harrison.The ad shows the world freeze as a man takes a sip of a Fuze Tea in the middle of a busy street. The voiceover encourages consumers to pause when life gets hectic, ending with the tagline: “Serve yourself a little me-time”. Having recently launched a new, global marketing platform, ‘Made of Fusion’, Marketing Beat sat down with Coke’s senior director of brand strategy for tea, George Wheen, to discuss Fuze Tea’s long-term ambitions within the category. Hinting at the brand’s further expansion, Wheen tells us that Fuze Tea is indeed working on a number of new products. We can assume that an expansion of the brand’s portfolio – which currently consists of Mango Camomile and Peach Hibiscus – may not be too far off. The blends were developed at The Coca-Cola R&D centre in Brussels to appeal to evolving consumer preferences. 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.

Fuze was initially launched in 2012 and achieved its status as one of Coca-Cola’s billion dollar brands in less than three years. It is now being launched across Western, Central and Eastern Europe this month as part of Coca-Cola’s strategy to offer consumers more choice. With such an omnipotent presence across all soft drink categories, one might think that the beverage giant has none left to conquer. In the ready-to-drink tea category however, Coke remains a relatively small player on the global stage, but is the balance shifting? Coke-owned Fuze Tea is now the fastest-growing ready-to-drink tea brand across the international market. George Wheen With the roll out set for 87 markets around the globe, Coke clearly has confidence in the new platform, designed by IPG-owned agency McCann Worldgroup.With this new platform, Fuze Tea is looking to emphasise its unique qualities, namely that it contains a blend of flavours and ingredients, in contrast to the category’s traditionally mono-flavoured beverages. Coke’s market domination does not hinge solely upon its flagship beverage. Indeed, the multinational has astutely developed an extensive portfolio of brands, now owning global soft drink powerhouses such as Sprite, Fanta, Dr Pepper, Schweppes and Oasis. Coca-Cola European Partners is bringing low-calorie premium iced tea brand Fuze to the UK, boosting the number of the soft drink giant’s products exempt from the impending sugar tax. It has definitely rapidly evolved, it’s in very different stages of development around the world,” he says. 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.