ATLANTA -- The Coca-Cola Co. has signed an agreement to purchase FUZE Beverage LLC, maker of FUZE enhanced juices and teas. Financial details of the transaction were not disclosed.
The acquisition, which is subject to regulatory clearance and certain other terms and conditions, includes all FUZE brands, including the Vitalize, Refresh, Tea, and Slenderize lines under the FUZE trademark, WaterPlus enhanced water products and license rights to the NOS Energy Drink brands.
If approved, the transfer of ownership is expected to occur [image-nocss] within the first quarter of 2007, and FUZE will operate as a standalone entity of Coca-Cola.
We believe the FUZE brands will be a strong complement to our beverage portfolio and an excellent addition to the Coca-Cola System, said Sandy Douglas, president, Coca-Cola North America. This is yet another example of how we are expanding our portfolio to meet the growing consumer demand for beverage variety and functionality through innovation, business partnerships and acquisitions.
John F. Brock, president and CEO of Coca-Cola Enterprises, said, Expanding our beverage portfolio is an important strategic priority for Coca-Cola Enterprises, and we believe FUZE's innovative lineup of distinctive noncarbonated brands will significantly enhance our product portfolio.
Some 20 Coca-Cola bottlers currently distribute FUZE beverages and will continue to do so after the proposed purchase by Coca-Cola. We have distributed FUZE beverages in our territory for several years and they have been very popular with both our customers and consumers, said Claude Nielsen, CEO of Coca-Cola United.
Coca-Cola North America anticipates that distribution of FUZE beverages will expand significantly as a result of the proposed purchase.
The acquisition of FUZE is the latest in a series of recent actions by Coca-Cola North America to expand its beverage portfolio. In November 2006, Coca-Cola North America and Caribou Coffee announced plans to launch a new line of premium ready-to-drink (RTD) iced coffees this summer. In August, Coca-Cola North America launched a new line of premium beverages, Godiva Belgian Blends, in partnership with Godiva Chocolatier. Godiva initially launched in the Northeast United States and has now expanded into the Midwest and Southeast, with volume double original expectations, the company said.
Last summer's reformulation and restaging of Nestea RTD teas was followed by the launch of the new Gold Peak RTD tea by Beverage Partners Worldwide (North America) (BPW), the company's 50/50 joint venture with Nestle SA. Far Coast, a collection of premium brewed beverages, was launched in a special concept store in Toronto, Ont., Canada in September and is currently being rolled out to other retail customers in the Greater Toronto Area. The controversial calorie burner, Enviga, was launched regionally in November by BPW, and will roll out nationally this month.
Along with Coca-Cola itself, the company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a variety of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
In other FUZE news, Country singer Julie Roberts, has signed on as spokesperson for FUZE Healthy Infuzions Beverages.
With more than 350 distributors throughout North America and the Caribbean, FUZE can currently be found in Whole Foods, ShopRite, Costco, Acme, Albertsons, Circle K, Giant, Hannaford, Safeway, Sav-On, Holiday Stationstores, Jewel, King Soopers, Kroger, Kum & Go, Travel Centers of America, Publix, QFC, Sheetz, The Fresh Market, Tops and other stores.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.