Coca -Cola invests on the rest after Nestia’s ‘Divorce’ in Fuse Tea

Exhibitors, cold equipment, new posters, Almost 8,000 umbrellas Decorate the terraces of thousands of customers before instant summer, and, after all, a strong human resource component: 360 route commercial equipment across SpainBrandin enable more than 19,600 customers from the beginning of the year. These are not placed in Coca -Cola and Coca -Cola in the bottle partners of the Europocial partners, which are some of the statistics ‘Operation Fuse Tea’ Nestle, his former partner in the ‘joint venture’ they created Entster. From Cocoa – an ambitious target for 2030 from Cola: Copy the weight of ‘ready to drink tea’ type (Or RTD). Last year only, according to data provided by both companies, it already refers to a market 730 million Euros.

Initial Status: Ends up to 30 years ‘peers’

Fuse Tea is a Coca -Cola brand that already exists in 90 countries, but its long and Launching in Spain is the most recentLast September, Nestia produced a short time before the company’s ‘divorce’ with Nestle. Both roads have definitely separated since January this year. US multinational company lost the brand but Retained the original formula and the bottle model. Introduced a complete weapon to support its type ‘category from the hand of its bottling company in SpainReady to drink tea ‘ With the original taste of Fuse Tea, lemon taste (low my calories and sugar), green tea -maraku, mango, mango – pineapple (now is on the canary islands and from Peninsula and Peninsula to Penal and May), and Melkodon (which is only in the Canary Archive). In addition to holding the fuse tea fusion and its peach hyperius type.

Fuse tea is made in 6 factories where Coca -Cola holds Coca -Cola in Spain with over 2,000 workers, and it can reach an average of 8,000 liters/hours

Made in Spain

Fuse tea is also made like all the boots in Spain in Cocoa Kola 6 factories The manufacturer (with more than 2,000 employees) has in Spain (Seville, Barcelona, ​​…) Almost 8,000 liters per hour According to the company’s estimates, in its returnable glass form. Only 20 production lines dedicates to the expansion of Fuse.

Expectations of satisfaction

At a meeting with the media at the Coca -Cola Holding Factory in the City of Seville, the co -director of the co -director of Cocoa Fuse Tea – Cola Eurobacific Partners Javier Murka assured Javier Murka “Investment of the boot is in accordance with what we usually do” Although he acknowledges that it is “most appropriate.” In this sense, the administrator confirmed that “we are generally satisfied with the bottling company,” we are generally satisfied, meet the expectations in Horeka (Hospitality) and organized channels. ” In particular, Murga assesses, they are already on sale channels in Spain and the new brand has already reached 65%of the restoration customers, It has a soft drink manufacturer, and is connected to 70% of comfort stores. What applies to the previously set objects and applies to the expectations.

Javier Murka (Coca-Cola Europochexic Partners) said, “Initial investment is what we usually do”

“We had the first wave of communication campaign in February In September, there will be another sooner Through all the media and by identity points on the street. In addition to implementing sales points on terrace, “Coca -Cola explains the brand leader for europassafic allies, and shows that the manufacturer is very active on social networks and humility. ‘Ready to prepare tea’ has increased by 10.3% value And 10.1%in terms of relative amount with the same period of the previous year.

Coca -Cola Europasific Partners

This is the only tea soda symbol of Coca -Cola. “This type has grown to 5 to 6% over the past 5 years So in these first weeks we are running the operation, Although the most relevant players are “Murga points out in the first 8 weeks of the year to remember two -dijit rise. But how to copy the weight of ice tea sodas? How do you like Cocoa Cola Beat the pulse with its old ‘Nestia’ brand (Nestle) Is Grubo afforded now? By double strategy: Innovation with new flavors and packaging (for example, they start in May A new mango-pina taste from the canary islands Peninsula and Balleric Islands) and ‘Consumption Opportunities’ associated with food (inside and outside the home) and relaxation moments (or ‘toast’).

How to beat your former brand’s pulse Coca -Cola? By the stimulation of ‘consumption cases’ associated with new flavors and packaging and food and relaxed moments.

Rim

Javier Murga Company “L.Wide of consumer -based ” And is confident about the presence of more actors. “This is the type of ‘main water’ than other countries. We sometimes work for consumption,” says the administrator. In addition, he argues that there is an important margin to grow in this section, and for example, it is exemplified The individual consumption of tea soda in Spain is very low As for other European countries: 18 liters of Belgium or 22 liters of Italy is 5.11 liters per person and year. The output is added to a lower number than other types of soft drinks.