Australia: Coca-Cola South Pacific launches Fuze Tea

Coca-Cola South Pacific has launched Fuze Tea, a new line of ice tea described as an “aspirational iced tea offering” and a “premium product”.

The Fuze brand was first launched in the US, where the current lineup now includes ice tea in flavours such as lemon, strawberry and mango orange, as well as a range of juice drinks. In Australia, the range is said to comprise the flavours Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass and Zesty Lemon, based variously around black, green and rooibos teas.

According to a report in Australian Food News, Fuze Tea is particularly focused on “the adult social occasion”, in particular “women in the 18-49 age bracket” and is set to be backed by a multi-million dollar marketing strategy including television and out-of-home advertising, alongside PR and digital activity.

Commeting on the launch, Fuze Tea brand manager Emma Harper said: “Fuze Tea is an exciting brand that we are delighted to bring to market in Australia. 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”.

Fuze Tea is available in 350ml and 1.25l bottles.

Source: Australian Food News / C-Store News / Coca Cola