In a move to widen its portfolio of healthier beverages, Coca cola is about launch Fuze range of teas in india,($1 billion global brand), after the launch of Coca cola zero last year. The fruit-juice based Fuze tea would compete with HUL’s Lipton ice tea, a venture between HUL and PepsiCo.
Coca cola has got ambitions to enter into packaged tea category since its venture with Nestle was called off. The ready to drink tea segment is estimated around Rs.100 crore. Industry experts are of the view that the current move would reduce its dependence on carbonated and also de-risks seasonality of beverages.
Fuze tea will be introduced in 250 ml pet bottles priced at Rs 30 each. In the first phase, the company would be launching its Fuze tea in Bengaluru, Chennai and Hyderabad, Goa and Delhi.