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Coca-Cola hopes to woo European millennials with ready-to-drink tea

The soft drinks brand hopes that Fuze Tea – which is being launched in 37 European countries – will appeal to millennials with “rapidly evolving” tastes.

It’s already available in 52 countries around the world, and now Fuze Tea – Coca Cola’s ready-to-drink tea brand – is coming to 37 countries in Europe. And it’s very much being targeted at millennials. 

“Consumer tastes evolve rapidly, in particular, when it comes to millennials,” said Brian Smith, president of the brand’s Europe, Middle East and Africa group. “Our consumers seek more drink options and are looking for products that fit different needs, moods and moments.”

Coca-Cola’s Brussels-based team of flavour and ingredients specialists have adapted Fuze to European tastes, with new blends including Green Tea Mango-Chamomile and Black Tea Peach-Hibiscus. Each contains a blend of natural ingredients – tea, fruit juice and herbs.

Fuze’s European launch is being supported by a “Me Time” marketing campaign, which encourages consumers to “enjoy much-needed time to themselves”.