![]() ![]() 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. Company history įuze Beverage was founded by Lance Collins and creative director Paula Grant in the basement of Collins' Englewood Cliffs, New Jersey home in 2000. The use of vitamins, amino acids, and herbs, and alternative sweeteners such as crystalline fructose places Fuze products in what is known in the industry as the new age beverage category. ![]() Currently the brand consists of five vitamin-infused lines: Slenderize, Refresh, Tea, Defensify, and Vitalize. Fuze Beverage ( / f j uː z/ fyooz), commercially referred to as simply Fuze (marketed in Switzerland, Turkey, Georgia and Kazakhstan as Fuse), is a manufacturer of teas and non-carbonated fruit drinks enriched with vitamins. ![]()
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