Coca-Cola brings its 'Soft Drinks Tax exempt' Fuze to UK

Coca-Cola European Partners has announced it is bringing its premium iced tea brand Fuze Tea to the UK.

The drink, which will launch simultaneously across Western Europe and Central and Eastern Europe, is already established in 40 markets.

Fuze Tea is a fusion of fruit flavours, botanicals, tea extracts and other ingredients. Blends include Black Tea Peach with a touch of hibiscus and Green Tea Mango with a hint of chamomile. Fuze Tea is also low in calories – between 14 and 19 calories per 10cl depending on the flavour, and sweetened with stevia.

The two variants will be available in 40cl PET on-the-go bottles from mid-January and 4x40cl PET bottle multipacks in March. At 4gm of sugar per 10cl Fuze will be Soft Drinks Tax exempt.

The launch will be supported by a £4m marketing campaign across TV, print, digital and social media and in-store sampling to target millennials, which CCEP said is the largest ice tea consumer group.

Simon Harrison, customer marketing director GB at CCEP, said: “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 are 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 £47million in GB and has grown by 12% in the past year alone. 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.”

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