The Coca‑Cola Company is bringing its fast-growing FUZE Tea to Europe.
The billion-dollar ready-to-drink (RTD) tea brand, currently available in 52 countries worldwide, is launching in 37 additional countries across Europe, executives told a group of nearly 200 journalists, stakeholders, influencers and more Monday night at a special event at Giardino Verde, a tropical, life-sized greenhouse.
“Consumer tastes evolve rapidly, in particular, when it comes to Millennials,” Brian Smith (pictured below), president of Coke’s Europe, Middle East and Africa (EMEA) Group, told the audience. “Our consumers seek more drink options and are looking for products that fit different needs, moods and moments. The European launch of FUZE Tea is a fantastic milestone for us to provide new, more deliciously unexpected flavors. It also shows how we can move quickly and scale as a company to deliver great-tasting products consumers will love.”
Coke’s team of flavor and ingredients specialists based in the company’s Brussels R&D center adapted FUZE Tea to suit European tastes, with a range of unique blends, including Black Tea Peach-Hibiscus and Green Tea Mango-Chamomile. Europeans can enjoy more than 20 flavor variations in 15 types of packaging.
With FUZE Tea’s blend of natural ingredients – tea, fruit juice and a touch of herbs – and delicious and stimulating flavor combinations that offer refreshment and provide moments of relaxation, FUZE Tea appeals to both the mind and the body. The brand supports Coke’s strategy to give people more of the drinks they want – including low- and no-sugar options across a wide array of categories – in more packages and locations.
Smith was joined onstage for a panel discussion and Q&A by Ljubo Grujic, GM, New Growth and Stills, Coca‑Cola Europe; Nikos Koumettis, president, Coca‑Cola Central & Eastern Europe; Tim Brett, president, Coca‑Cola Western Europe; and tea master Jens de Gruyter.
Koumettis said FUZE Tea, the company’s biggest launch in Europe since the 2006 introduction of Coke Zero, aims to reinvent the RTD tea category. “This also proves our commitment to becoming a total beverage company and offering consumers more sophisticated flavors with less sugar and more benefits,” he added.
The launch will be supported by a marketing campaign touting the brand’s "Me Time" message, which encourages consumers to relax, unwind and enjoy much-needed time to themselves while resetting and reconnecting with FUZE Tea.
At the Giardino Verde launch event, a jungle-like setting created a bright, natural vibe, as guests sampled various FUZE Tea offerings and learned more about their ingredients. Meanwhile, de Gruyter demonstrated the science of flavor and gastronomy and illustrated the multi-phase tea production process, and Los Angeles based artist Mileece created an interactive installation that enabled guests to mix their own jungle beats.