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Coca-Cola introduces Fuze Tea brand in Australia

DBR Staff Writer Published 08 February 2016

Coca-Cola has introduced a new ice tea brand Fuze Tea in Australia, which is supported by multi-million dollar promotional campaign.

Fuze Tea

The new tea brand has been positioned as an "aspirational ice tea" under the premium category.

Fuze Tea comes in several flavours and is pitted against well known brands such as Lipton Ice Tea, reported adnews.com.au.

As part of the promotional campaign, Coca-Cola has tied up with shows such as Channel 7's My Kitchen Rules.

Fuze Tea brand manager Emma Harper was quoted by adnews.com.au as saying: "We see a big opportunity to breathe some new life into the category and offer consumers a genuinely new proposition with new flavours and fusions that will change the way they think about iced tea."

Coca-Cola's latest offering is targeted at adult social occasions.

The company is also embracing a multichannel marketing strategy over the next few months, reported adnews.com.au.

Initially, Fuze will come in 350ml and 1.25L bottles at grocery outlets.

Last September, Coca-Cola announced plans to launch Fuze range of tea brand in India, a move indicating that the soft drink maker intends to expand its healthier beverages portfolio.

Fuze is a $1bn global tea brand. Fuze range contains a fusion of tea with fruit flavours and other natural ingredients to give a fresh, all-natural taste. The plans included Fuze tea to be introduced in a 250ml pet bottle with a retail price of Rs30 each. The first phase of roll-out was to be done in cities of the country such as Bengaluru, Chennai and Hyderabad, followed by Goa and Delhi.


Image: Coca-Cola's Fuze Tea peach flavour is available at McDonald's and Hungry Jacks Australia. Photo: Courtesy of THE COCA-COLA COMPANY.