Coca-Cola European Partners has announced the launch of its premium iced tea brand Fuze Tea in Great Britain.
Already established in 40 markets and one of the fastest growing brands in The Coca-Cola Company portfolio, Fuze Tea GB – a fusion of the flavours of fruits, botanicals and tea, with two low sugar variants – will launch simultaneously across Western Europe and Central and Eastern Europe from January 2018.
Two variants will be available in 400ml PET on-the-go bottles from the middle of January and 4 x 400ml PET bottle multipacks in March 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 £4m marketing campaign across TV, print, and digital and social channels and in-store 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.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “Consumer tastes are changing, and we know people are looking for a greater number of options and choice in their drinks. The launch of Fuze Tea is a fantastic opportunity for our business to provide new, more sophisticated flavours to more people in more places. We’re moving quickly as a company to deliver great tasting products that consumers will love.
“Ready-to-drink ice tea is an important, fast-growing category which is currently worth £47m in GB and has grown by 12% in the past year alone. We believe the time is right for us to broaden the reach of our expanding portfolio and work with our retail and wider partners to take advantage of this significant opportunity for growth.”