Company Coca Cola introduces a new premium brand of iced tea FUZE TEA. The Russian launch of the new trademark coincided with the launch of the brand in all European markets of the company. For the Coca-Cola system in Russia, this is the first launch of a new brand in the category of non-carbonated soft drinks in 5 years and one of the largest launches in the last 10 years.
At the first stage of launch FUZE TEA will be represented by Black Tea Lemon, Black Tea Peach, Black Tea Wild Berries, Green Tea Citrus and Green Tea Strawberry and Raspberry flavors that have proven themselves on the Russian market. These tastes are well known and loved by Russian consumers. Further expansion of the product line FUZE TEA will come at the expense of fundamentally new products with innovative flavor combinations, including drinks with reduced sugar and calories.
Whole range FUZE TEA will be produced in Russia at modern high-tech factories Coca-Cola HBC Russia in Istra, Novosibirsk and Rostov-on-Don, and will also be exported to Belarus. The drink will be delivered to stores in aluminum cans of 0.33 liters, as well as PET bottles of 0.5, 1 and 1.5 liters.
« FUZE TEA- one of the company's most successful and fastest growing global brands Coca Cola, well known to consumers in 52 countries. This tea drink is a proprietary combination of extracts from 100% natural tea leaves, various herbs and fruit juices that is unparalleled in the soft drink industry. The company brought FUZE TEA entered the market in 2012 in 14 countries, and in less than three years it entered the top 20 brands The Coca-Cola Company generating over $1 billion in revenue. FUZE TEA has already won the hearts of millions of customers, and we want to repeat this success in Russia. I won't be wrong if I say that FUZE TEA b will be the largest launch of a new brand in the Russian market over the past 10 years for the company,” said Lana Popovich , division general manager Coca Cola in Russia, Ukraine, Belarus, Poland, Latvia, Lithuania, Estonia and Moldova.
“In the context of tea drinks, Russia has always been a special market, because here they drink tea even more than plain water - an average of almost 26 cups per week. The market is quite capacious, we see its great potential, so we plan to actively develop on it. We expect that FUZE TEA will soon be one of the leaders in the segment of iced teas,” noted An Bon , company marketing director Coca Cola in Russia, Belarus and Ukraine
Under the data Nielsen, The volume of the Russian iced tea market in January-November 2017 amounted to about 14.8 billion rubles. Company share Coca Cola in monetary terms, as of November 2017, it was 41%.
Choosing soft drinks for themselves, everyone seeks to get from them not only satisfaction of the need to quench their thirst, but also health benefits. It is here that the choice of many stops at ordinary drinking water, mineral water or iced tea. The most popular representative of this category of drinks is Nestea, which has a pleasant taste and the safest composition.
History of appearance
Nesti Tea trademark belongs to the world giant of the food industry - the Swiss corporation Nestle. The name of the brand comes from the name of the brand itself and the word tea (tea). Their combination gave the name to the most popular Nestea iced tea, which is now on the market throughout Europe and parts of Asia, America and Australia. The photo below shows the very first product of the brand.
The Swiss manufacturer began work on the development of a tea extract for making beverages in 1940, almost in parallel with the development of Nescafe instant coffee. As a result, in 1948 a new trademark was registered and the first iced tea went on sale. Like all brand novelties, it entered the market well and won its admirers. Today Nesti black and green teas can be purchased in a variety of flavors and aromas.
The composition of the drink includes the following components:
- purified water;
- black or green tea extract;
- natural fruit or berry juice;
- sugar;
- natural flavors;
- vitamin C;
- acidity regulators.
One glass of tea contains 80 kcal, which in terms of the daily calorie intake is about 3.2%. It is difficult to answer the question whether there is harm from bottled iced tea. Of course, it contains a lot of sugar, which in itself is already harmful, and without regulators and flavors it is difficult to keep it in a presentable form, and they also do not give health to a person.
Chilled drinks have their advantages. It quenches thirst well, tones up, is pleasant and unusual in taste. Still, it's better than regular lemonade, which has a lot more sugar and flavor enhancers.
Only that cold tea that is made at home, from proven products and drunk without a long period of storage can be useful.
Names and tastes
The Russians managed to taste the taste of Nest only in 2004, although the whole of Europe had long known about such a product. Today it can be purchased in a plastic bottle or can of the original design.
New tin can
There are the following tastes of Carry:
- green with strawberry flavor and aloe vera;
- green tea citrus;
- black wild berries;
- black peach;
- black lemon.
This is a classic assortment of teas that can be found in stores around the world. The natural juice drink contains from 0.1 to 0.3%. According to research by Canadean, Nesti iced tea is one of the ten most popular soft drinks in Russia.
Homemade iced tea recipe
Home-made tea can be much tastier and healthier than store-bought tea. It has only one drawback - it takes time to cook and cannot be at hand at the right time. Below is a recipe for a simple and healthy soft drink based on green tea.
- Cut into slices 500 grams of ripe strawberries.
- Add 4 tbsp. l. sugar and lemon zest.
- Pour all ¼ of cold water, bring to a boil and then simmer for 20 minutes.
- Prepare green tea (1 teaspoon leaf tea pour hot water (200 ml), leave for 3-4 minutes, strain), cool.
- Strawberry syrup strain, let cool, pour into a bottle and store in the refrigerator.
Pour chilled green tea into a tall glass, add 3-4 tbsp. l. cold syrup, put a few ice cubes and decorate with a sprig of mint. You can drink through a straw. The syrup will keep in the refrigerator for 2 weeks. By analogy, you can prepare other syrups from berries, fruits and ginger and add them to both black and green tea.
Iced tea is one of the options for a homemade tonic drink enriched with vitamins.
You can make a healthy and thirst-quenching drink from cold hibiscus tea. It pairs well with apple juice and mint. Below are the combinations of ingredients for iced teas, their proportions can be varied based on your own taste:
- blueberries and lemon;
- peach and strawberry;
- apple and rosehip;
- pineapple and pomegranate.
The easiest way to make tea is to combine it with any berry, fruit and even vegetable juice in arbitrary proportions, but usually juice makes up 20% of the total volume of the drink.
The world is changing rapidly - new products and technologies appear in conservative industries. In particular, in the last 20 years, the iced tea market has been developing rapidly, rapidly winning consumer sympathy from other popular soft drinks. The trend is forcing manufacturers to expand their product lines. The other day, she announced the launch of a new product on the European market, belonging to the category of "cold tea".
Divorce in Swiss
Iced tea is not a completely new product for the company. Until March 2017, Coca-Cola, together with the Swiss company Nestle, produced the Nestea drink, which belongs to the category of iced teas. However, last year the concerns decided to end their cooperation and close the joint venture Beverage Partners Worldwide (BPW), which had been successfully operating since 2001. Commenting on the "divorce", a representative of the Swiss company said at the time that "the market for ready-to-drink teas has changed and Nestle believes it is time to develop Nestea independently." The partners provided Coca-Cola with a license to manufacture and distribute Nestea in Canada, Spain, Portugal, Andorra, Romania, Hungary and Bulgaria.
Coca-Cola decided not to be satisfied with the opportunities that the license agreement gives it. In addition, the company already had its own product under the Fuzetea brand in some markets. At the heart of it, as they say in the company, is the recipe for drinks that were previously sold as Nestea. Now it must compete in European markets with the long-standing Nestea (manufactured by Nestle), Lipton Iced Tea and Brisk, produced by the Pepsi Lipton Tea Partnership (created in 1991 by Unilever and PepsiCo).
Photo: Tolga Adanali / ZumaPress / Globallookpress.com
No bubbles
Ice tea is a non-carbonated soft drink based on tea extract, which is a tonic and contains healthy components. At the same time, the base itself can be combined with various food additives that enrich its taste. The most popular all over the world are considered: with the taste of lemon (60-70 percent of the market) and peach (20 percent). In addition, additives based on the taste of raspberry, linden, mint, mango, as well as alpine herbs, lemon balm and honey are very common as additions to the traditional taste of cold tea.
In Russia, the iced tea market dates back to 2003. At first, this segment grew very rapidly, doubling every year. Consumers liked the novelty, and now they are ready to use it both at home and at work. Therefore, manufacturers, according to Tetra Pak, produce iced tea in a volume of 0.5 liters (compact format) and in large volumes (1.5-2 liters). In addition, the offer is constantly expanding not only through packaging, but also through the introduction of new products. Now on the market there are mainly basic varieties of ice tea - green, with lemon and with peach. But iced tea as a universal base can give manufacturers almost unlimited possibilities.
According to Nielsen, the Russian iced tea market is valued at 211.6 million euros. At the same time, experts note that the development of this segment is determined by trends in the field of healthy drinks. As a result, technologies and recipes based on the use of natural ingredients have the potential.
If we talk about the segment's attitude to the entire soft drinks market, then its position in the Russian market is still quite modest. According to Nielsen, iced tea accounts for just 2 percent of the market. Moreover, in the period from June to August 2017, compared with the summer of 2016 (that is, the period when the consumption of refreshing drinks traditionally increases), sales of iced tea decreased by 18 percent (in the summer of 2016 there was an increase of 4 percent). However, according to Neilsen analysts, the decrease in sales volumes was affected by cold weather, uncharacteristic for the summer months, which prevailed from June to August 2017 in the European part of Russia, where the population density is highest.
New player
Despite this, Coca-Cola sees the prospects of this segment in Russia. “In the context of tea drinks, Russia has always been a special market, because here they drink even more tea than water: on average, almost 26 cups a week,” says An Bon, marketing director for Coca-Cola in Russia, Belarus and Ukraine. “The market is quite capacious, we see its great potential, so we plan to actively develop on it,” emphasizes the top manager. At the same time, Coca-Cola encourages the world experience (besides Europe). “The company introduced Fuzetea to the market in 2012 in 14 countries, and in less than three years it became one of the top 20 brands of our company, generating revenue in excess of one billion dollars,” said the general manager of the Coca-Cola division in Russia, Ukraine , Belarus, Poland, Latvia, Lithuania, Estonia and Moldova Lana Popovich.
As a result, in January 2018, Coca-Cola HBC Russia plants in the Moscow region, Rostov-on-Don and Novosibirsk began producing Fuzetea iced tea. For the company, this is the first launch of a new brand in Russia in the non-carbonated soft drinks category over the past five years and one of the largest product launches over the past ten years. The new drink is produced in aluminum cans of 0.33 liters, as well as PET bottles of 0.5, 1 and 1.5 liters. The products have already arrived at retail outlets in Russia and Belarus. At the first stage, Fuzetea will be available on the Russian market in Black Tea Lemon, Black Tea Peach, Black Tea Forest Berries, Green Tea Citrus and Green Tea Strawberry and Raspberry flavors.
It must be said that the launch of sales in Russia coincided with a similar process in Europe, where Coca-Cola also does business. The company has high hopes for the launch of a new product. In particular, at the presentation of Fuzetea in Zurich, the president of the Coca-Cola group's division in Europe, the Middle East and Africa, noted the innovativeness of the new product, which, according to him, was created based on the latest consumer preferences. For example, when creating Fuzetea, the company focused on the convenience and environmental properties of packaging. In addition, increased attention was paid to the taste of the product based on natural ingredients.
As for Russia, the main competitor of the Fuzetea brand will be the already mentioned Nestea, as well as one of the strongest players in the iced tea segment - Lipton Ice Tea, produced since 2003 by PepsiCo.
However, according to Brian Smith, Coca-Cola has a pretty good chance to catch up with competitors in terms of output. To this end, as noted by Ljubo Grujic, it is planned to carry out an aggressive marketing campaign, which will mainly use advertising on television, billboards, as well as special refrigerators with Fuzetea products at points of sale of soft drinks.
According to Pavel Sigal, First Vice-President of Opora Rossii, “the launch of a new line of tea will be a serious statement by the company for leadership (in the segment of iced tea - approx.). But it takes time for people to get used to and start recognizing this drink - like Nestea or Lipton."
About Nestea brand
The Nestea iced tea brand was founded in 1977. Since 1991, Nestea's worldwide sales have been the result of a collaborative partnership between Nestle and Coca-Cola. Particularly in Russia, where Nestea tea has been produced and sold by the Coca-Cola Company since 2004.
The peculiarity of Nestea tea is its naturalness. The drink is made only under sterile aseptic conditions from selected tea with the addition of berry and fruit juices without preservatives, carbonation and, of course, alcohol.
The manufacturer positions the product as absolutely necessary for adherents of a healthy lifestyle.
Three flavors were initially presented on the Russian market: lemon, peach and wild berries. Since 2008, a new line of NESTEA Vitao ™ has appeared, based on extracts of white, green and red tea.
Terrible tea
In general, I always bought good tea, I drank, I was completely satisfied !!! but today I bought a bottle of tea with the taste of forest berries, a terrible smell, a terrible taste ... and something white floats in a bottle in the form of a jellyfish (((I don’t even know how to describe .. .
answer to Irina
Irina! the same story happened today with me and my boyfriend! exactly the same!
complete disappointment
The whole family drank tea for more than one year. Satisfied completely. But yesterday came the disappointment beyond words. We bought two large bottles of forest berry flavor. Haven't seen this in years. Manufacturer code OREL. date of manufacture 06/10/2013. They didn’t even understand the smell from the bottle, but like gasoline or acetone, in general, some kind of chemistry, and something like slime or a “jellyfish” floats in the bottle, at least the view is terrifying. It's a pity that my husband and I saw it too late, when we had already drunk. But the desire to buy tea has disappeared completely. I don't even want to look at the bottle. Disappointment for years. It's a shame.
delicious
I agree with Inna, this is not just delicious tea, but very tasty. I want new flavors from manufacturers!
delicious
Very tasty tea Nestea, it is especially good in the summer chilled. Too bad it ends too soon :)
not tea
Of course, you can't call "Nestea" tea. For me, it's 100% chemistry with flavors. Why is he so praised?
When writing a review, try to describe
Brand: Nestea
Brand launch year: 1892
Industry: food industry
Products: cold tea
Nestea- natural non-alcoholic non-carbonated drink without preservatives with the addition of fruit and berry juices. Nestea made from the best varieties of tea and has a soft balanced taste, harmoniously combining the taste of tea and juicy fruits. Nestea perfectly quenches thirst and creates a refreshing and tonic effect.
Cold tea Nestea combines the benefits of natural tea, the refreshing power of fruits and contains no preservatives. It is made only from selected tea leaves. Nestea ideal for those who seek to lead an active and healthy lifestyle, eat right and resist stress.
Nestea- a product of Beverage Partners Worldwide (BPW) - a strategic alliance of two companies - Coca-Cola and Nestle, created to develop new products in the iced tea category. The brand was first introduced to the consumer in 1948 in the USA.
Nestea It is manufactured on ultra-modern aseptic equipment in conditions of complete sterility, which guarantees its highest quality.
Products Nestea sold in more than 60 countries around the world. Most iced tea Nestea drink in Switzerland.
On the Russian market Nestea is produced in unique embossed bottles with a capacity of 0.5 liters. (also in cans 0.33l, 1l and 1.5l PET bottles, CombiFit carton 1l.) and is available in three flavors:
Nestea lemon flavor
Nestea peach flavor
Nestea taste of wild berries
Nestea- fashionable drink of the "wellness" line. It is intended for everyone who knows how to enjoy and chooses a healthy lifestyle.
In 2008, a new line of flavors was introduced to the Russian market under the brand name Nestea Vitao™.
Nestea Vitao™ is a new generation of iced teas with green, white and red tea extract. Carefully balanced composition will allow you to enjoy a great fruity taste without worrying about preservatives and dyes. Nestea Vitao™ and a varied and balanced diet is the right step towards a healthy lifestyle.
Each of the teas of the new series has a functional focus, thanks to the natural tea antioxidants contained in them.
Green tea Nestea Vitao with citrus flavor can help protect the body from stress and thus improve your well-being.
green tea leaves Nestea Vitao are hand-picked from India's finest tea plantations and processed with the utmost care to retain all of the health benefits of tea leaves, such as antioxidants (flavonoids).
White tea Nestea Vitao with apricot flavor will refresh and rejuvenate. White tea is considered the most refined. Due to the processing in a special way, white tea contains more antioxidants than other types of tea. It has a regenerating effect, thereby protecting the body from premature aging. For white tea Nestea Vitao carefully selects the delicate buds of tea leaves from China's finest plantations in Fujian Province.
Red tea Nestea Vitao with a delicate taste of pear will refresh you and let you relax. Red tea Nestea Vitao is based on the South African rooibos. Unlike traditional tea, rooibos does not contain caffeine, so it can be drunk at any time of the day.
