Fuze beverages are labelled as Enhanced Real Fruit Beverage(s) and contain a mix of concentrated fruit juices and fruit purees in addition to other ingredients. Sweat departed the company in 2009 for a post in the global beverage unit at Starbucks.įuze beverages are marketed as natural health products and are fortified with a variety of vitamins, antioxidants and electrolytes, which are widely considered to be a factor in the maintenance of good health. In 2009, Fuze entered into an agreement to sell its products fountain-style in over 22,000 Subway sandwich shops. With Coke's distribution system and relationships, sales more than doubled from 2007 to 2008. Company founder Lance Collins was named head of innovation and strategy. Coke named Carl Sweat, previously senior vice president of sales and marketing of its retail division, as president and general manager to lead Fuze as a separate entity. Fuze launched over 40 new products and line extensions since its inception. It also confirmed a strategy shift from Coke's long-time practice of developing new products in house in favor of buying innovative beverage companies. The move was seen as a strategic effort to expand the company's portfolio of non-carbonated beverages, and specifically to compete with PepsiCo's SoBe line of fruit juice blends and enhanced waters. It was one of Coke's largest acquisitions since it bought Odwalla Inc. Coke also gained the rights to NOS Energy Drinks and WaterPlus as part of the purchase. The company's growth attracted the attention of The Coca-Cola Company, which purchased Fuze Beverage in February 2007 for an estimated $250 million. Since 2005, Fuze products may be found in most major retailers, with sales exceeding 11 million cases by 2006. The company continued to expand rapidly, launching new flavors throughout 20. In 2002 the brand launched two additional flavors, peach mango and tropical punch the same year, the company grew to 30 employees and moved out of Collins' basement. The brand was launched, first in the Northern California market in 2001 with three flavors packaged in fruit-themed bottles: mixed berry, banana colada and cranberry raspberry. Joe Rosamilia was also one of the founding investor/directors. He subsequently joined Fuze's board and became a major shareholder. Bruce Lewin obtained funding for the fledgling company in 2001. Fuze Beverage was founded by Lance Collins and creative director Paula Grant in the basement of Collins' Englewood Cliffs, New Jersey home in 2000.
0 kommentar(er)
