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.