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Coca-Cola set to launch Fuze tea brand in India

Published 10 September 2015

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

Coca-Cola Fuze

Fuze is the second launch of Coca-Cola in the country in the past two years. Last year, it had introduced Coca-Cola Zero, a no-sugar beverage.

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.

Fuze tea will be introduced in a 250ml pet bottle and will carry a retail price of Rs30 each. The first phase of roll-out will be done in Bengaluru, Chennai and Hyderabad which will be followed by Goa and Delhi.

The roll-out decision indicates that the company is first targeting the southern part of India as the the average per capita consumption of Coca-Cola beverages in these states is almost double that of the country's average of 14 bottles, reported The Economic Times.

The soft drink maker's latest offering will compete with Hindustan Unilever's Lipton ice tea.

The packaged tea segment is a niche market in India and estimated to be at around Rs1bn ($15m).

Image: Coca-Cola Fuze Tea is a fusion of tea and fruit flavours. Photo: Courtesy of Marcus Quigmire from Florida, USA/ Wikipedia.