Coca-Cola enters the iced tea wars with Fuze Tea

Coca-Cola has moved into the rapidly growing iced tea market with the launch in Australia of its Fuze Tea brand.

The announcement:

Australia, 8 February 2016: Coca-Cola South Pacific has today announced the launch of ice tea brand FUZE TEA in Australia, supported by a multi-million dollar marketing push. The brand aims to deliver an aspirational iced tea offering to consumers and is positioned as a premium alternative within the category. Through its dynamic range of flavours, FUZE TEA will celebrate ‘surprising fusions that are deliciously good’, as part of the brand’s strategy to shake up the category for new and existing iced tea drinkers.

The FUZE TEA range includes five different tea types and flavours that will appeal to those who are looking for an unexpected yet delicious drink while they entertain or socialise. Flavours include Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass and, made from a variety of teas including black, green and rooibos. Three of the five variants are low kilojoule and are sweetened with stevia.