US: Coca-Cola Co. snaps up Fuze Beverage

By just-drinks.com editorial team | 1 February 2007

The Coca-Cola Co. has bolstered its non-carbonates portfolio with the acquisition of US firm Fuze Beverage.

Coca-Cola Co. has bought the company behind the range of Fuze enhanced juices and teas and WaterPlus enhanced waters for an undisclosed sum. The deal, announced today (1 February), will also see Coke attain the license for Fuze's NOS energy drink brand.

Fuze will continue to operate as a stand-alone entity of Coca-Cola, the Atlanta-based soft drinks giant said.

Sandy Douglas, president, Coca-Cola North America, said the Fuze brands would be a "strong complement" to the company's portfolio.

Lance Collins, founder and CEO of Fuze Beverage added: "We see this as a great opportunity to further accelerate the growth of our brand portfolio and take the business to the next level."

Some 20 Coca-Cola bottlers handle the Fuze stable. John Brock, CEO of Coca-Cola Enterprises, which currently does not distribute the Fuze line-up, said: "Fuze's innovative line-up of distinctive non-carbonated brands will significantly enhance our product portfolio."

Mark Swartzberg, an analyst at US bank Stifel Nicolaus, added: "The acquisition of FUZE is small, but strategic, in our opinion, as TCCC can leverage its distribution system to improve sales of a perceived healthful brand."

Sectors: Soft drinks, Water

Companies: Fuze, Coca-Cola Co, Coke, Coca-Cola Enterprises