Why could Fuze tea manage-within a few years- to dethrone the world leader of iced teas?
Fuze tea is a natural drink made of extracts of plants. This new brand was founded in 2000 by Lance Collins and Fuze tea is now famous worldwide. It has recently been developed in Europe and it was launched by Coca- Cola. The company wanted to diversify its flavors to seduce the French taste and nutritional concerns and also to distance itself from competition. Their target is the Millenials, that means people who were born in the early 1980s and the middle of the 1990s. What also makes it attractive to the European consumers is that this product has been made in Belgium. Thus we can wonder if Fuze tea will manage to become the leader of the iced tea market ?
1st reason: the variety of the products
Fuze tea has launched their products in 37 different countries around Europe. The taste can be found under 22 different flavours. Fuze tea’s goal is to adapt its tastes according to the country in which the drink is sold. As a matter of fact, in France for example, there are 4 flavours : on the one hand, 2 of them are quite classical ( Fuze Tea Pêche (peach) Intense / Fuze Tea Citron (lemon) Intense ). On the other hand, 2 are more original ( Fuze Tea Evasion / Fuze Tea Harmony). Those flavours are unique, that is you can only find them in France. By doing so, Fuze tea proves that modernity and originality are their best assets.
2nd reason: their natural ingredients
« The end of the “too sweet” drinks ? » That is what current consumers ask for. Indeed, mentalities have changed and the consumers generally want to live more healthily, without too much sugar. Fuze tea has understood the message and the subsidiary has decided to bring out a product with natural elements: this is the main strength of the product. Moreover, Fuze tea highlights the intensity of a unique taste, emphasizes a product low in calories, without preservatives and with extracts of plants from sustainable cultures.
3rd Reason: the evolution of the iced tea market
Lipton is ranked as the world’s leader of the iced tea market since/as it has/owns more than half of the market’s share. But things seem to be moving. Fuze tea has been targeting the world’s second rank behind Lipton before 2020. It’s not an impossible bet considering that, in no more than three months, Fuze tea managed to win more than 1,1 million euros turnovers. Finally, Fuze tea contributes to almost a quarter (23 percent) of the market’s growth, before Maytea.
To conclude, I think Fuze tea shows a lot of advantages with regards to their competitors. Whether it is concerning the taste, the quality of ingredients or the relevance of the target, Fuze tea is differenciating itself and is becoming a trendy, fashionable or modern brand. We all know the capacity which has Coca Cola to promote their products. There is no doubt Fuze tea has benefited from Coca Cola’s sales strength in terms of communication, sampling and aggressive promotions. This helps probably explain its success!
The last ad from Fuze tea at:
•https://www.youtube.com/watch?v=MmbYdnYqfgI
