Fuze low-cal iced tea launched by Coca-Cola European Partners

Coca-C0la European Partners has launched its Fuze Tea brand in the UK. Black Tea Peach with a touch of hibiscus and Green Tea Mango with a hint of chamomile variants are available from this month in 400ml PET bottles, with 4 x 400ml multipacks being introduced in March.

The two variants are exempt from the sugar tax, sweetened with Stevia and have 14-19 calories per 100ml.

The launch is backed by a £4 million marketing campaign across TV, print, and digital and social channels, and in-store sampling targeting millennials – the largest iced tea consumer group. The campaign is titled ‘Serve Yourself A Little Me Time’ and encourages consumers to take a moment to unwind and refresh with a Fuze Tea.

Fuze Tea is already established in 40 markets worldwide.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “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 £47 million in GB and has grown by 12% in the past year alone (Nielsen). 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.”