Coca-Cola has announced the launch in the Spanish market of its new line of ready-to-drink tea: Fuze Tea Sabor Original. This new product, now available as of September 2024, represents a key effort by the company to expand its presence in the growing ready-to-drink tea category. According to the multinational’s projections, this sector is expected to double in market value by 2030, and Fuze Tea will play an important role in this growth.
The company has already achieved a considerable presence in other global markets such as Mexico, Israel and Turkey, and now seeks to consolidate its position in Spain with this new product offering. With the arrival of Fuze Tea Sabor Original, Coca-Cola aims to cover more than 225,000 points of sale before the end of the year. This includes from supermarkets and convenience stores to ecommerce platforms and the Horeca channel (Hotels, Restaurants and Cafeterias).
The launch of Fuze Tea Sabor Original is no coincidence, but a strategic decision based on consumer trends. According to data provided by Nielsen, the ready-to-drink tea category has registered a sustained growth of 6.3% over the last five years in Spain. This increase reflects the growing demand for healthier and more natural beverages, a segment where Coca-Cola wants to significantly increase its presence.
Carlos Martín, CEO of Coca-Cola Iberia, underlines the importance of this launch: “The launch expands the global brand in our market and allows us to reach new consumption moments and boost a very important category,” he said. With this strategy, the company aims to position itself as a leader in a sector with great growth potential in the medium and long term.
One of the key elements that distinguishes Fuze Tea Sabor Original is the variety of flavors and formats in which it is offered, designed to appeal to different types of consumers. The main flavor in this range is Fuze Tea Sabor Original Lemon, which will be available in both low-calorie and sugar-free versions. In addition, Coca-Cola will introduce other flavors that have already proved popular in other markets: Green Tea-Passion Fruit and Mango-Pineapple (the latter available exclusively in the Canary Islands), and an additional Peach flavor that will also reach the archipelago in 2025.
As for formats, Fuze Tea Sabor Original will be available in a 33 centiliter aluminum can, a 50 centiliter bottle made from 100% recycled plastic (rPET), and a 1.5 liter bottle made from 50% rPET.
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