Coca-Cola has launched its new ice tea brand Fuze Tea in Australia.
The Fuze Tea range comprises of five flavours, including Wild Raspberry & Hibiscus, Summer Mango & Chamomile, Juicy Peach, Crisp Apple & Lemongrass and Zesty Lemon, made from a variety of teas including black, green and rooibos. Three of the five variants are low kilojoule and are sweetened with stevia.
The product is currently offered in 350ml and 1.25L bottles at grocery and petroleum stores, with low kilojoules fountain peach product also available at McDonalds Australia and Hungry Jacks Australia. Fuze Tea primarily targets the adult social occasion with a focus on capturing the attention of women in the 18-49 age bracket.
According to market research company Euromonitor International, ice tea is expected to become one of the fastest growing mainstream beverage segments in Australia over the next five years. Unilever currently dominates the sales of ice tea in Australia, and recorded a 78 per cent retail volume share in 2014 through its Lipton ice tea brand.
The launch of Fuze Tea is being 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. In the coming months, the brand will launch a series of high-impact marketing initiatives including a TVC, out of home, PR and digital activity.
Coca-Cola South Pacific says a key pillar of the strategy is a partnership with Channel 7’s My Kitchen Rules, with full integration across the show’s platforms. This includes Fuze Tea championed as a signature welcome drink for contestants when they host their “instant restaurants” at their homes while there will be further product placement which will appear on the show throughout the season.
Emma Harper, brand manager of Fuze Tea, Coca-Cola South Pacific 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.
“Watch this space as we continue to evolveFuze Tea in the coming months. In the mean time, we look forward to seeing consumers embrace the brand and its proposition. Over time, we’d like to see Fuze Tea at the heart of social occasions, associated with relaxing and good times with friends.
To read more about Australia’s ice tea market, pick up a copy of the February/March edition of C&I Retailing Magazine out now.