The Coca-Cola Co.,
Atlanta, plans to purchase Fuze Beverage LLC, Englewood, N.J. The
acquisition includes all Fuze brands, including the Vitalize, Refresh,
Slenderize and Tea lines; WaterPlus enhanced water products; and licensing
rights for NOS Energy Drinks. The transaction is expected to be complete
during the first quarter of the year, and Fuze will operate as a
The acquisition is part of Coca-Cola’s efforts
to boost its presence in the non-carbonated segment. “We believe the
Fuze brands will be a strong complement to our beverage portfolio and an
excellent addition to the Coca-Cola system,” said Sandy Douglas, president of Coca-Cola North America, in a
statement. “This is yet another example of how we are expanding our
portfolio to meet the growing consumer demand for beverage variety and
functionality through innovation, business partnerships and
Twenty Coca-Cola bottlers already distribute Fuze
beverages and the companies expect the acquisition to further expand the
In other Coca-Cola news… The company signed a
long-term marketing agreement with Raving Brands, owner of Shane’s
Rib Shack, Doc Green’s Salads & Grill, Boneheads Grilled Fish,
Piri Piri Chicken, Monkey Joe’s, the Flying Biscuit Café and
Moe’s Southwest Grill.
Coca-Cola Consolidated teams with Cadbury on
Coca-Cola Bottling Co. Consolidated’s BYB Brands division
inked an agreement with Cadbury Schweppes Americas Beverages for
distribution of its Cinnabon Premium Coffee Lattes. CSAB will distribute
Cinnabon through Cadbury Schweppes Bottling Group and Snapple Distribution
Co., making the products available in 41 states. They have been available
in the Southwest since May 2006.
Coca-Cola Consolidated is the second-largest Coca-Cola
distributor in the United States, and the partnership with Coca-Cola
competitor Cadbury is unusual in the soft drink industry. Cadbury often
teams with Coca-Cola and Pepsi-Cola bottlers for distribution of its
products, and many bottlers own regional brands. But this agreement, which
has a bottler selling its brands nationally through a competitor, is a
“The $900 million ready-to-drink coffee market
is already huge, and about to get much, much bigger,” said BYB Brands
President Norm George in a statement. “In just limited distribution,
Cinnabon Premium Coffee Lattes won over consumers and independent reviewers
as the best-tasting RTD coffee drink, and now with coast-to-coast
availability, Cinnabon Premium Coffee Lattes are about to become a
household name. We are very pleased to be partners with CSAB due to their
outstanding capabilities in the marketplace.”
Cinnabon Premium Coffee Lattes are available in four
flavors: Mocha Latte, Cinnamon Vanilla Latte, Caramel Nut Latte and
Espresso & Cream
Pepsi to switch it up with rotating graphics
Pepsi-Cola plans to keep consumers guessing with a new global
brand restyling effort that will incorporate new package graphics that
change every few weeks. The company says the new look will be part of a
“360-degree marketing campaign” that will be reflected on TV,
radio, in print, packaging and online.
The Pepsi globe logo and name lettering will remain
the same on all packages but the background graphics will change every few
weeks. The company says it has changed its look only 10 times during its
109-year history, but this year alone, it will change more than 35 times.
The designs are intended to reflect the interests of the “millennial
generation” — teens and young adults — such as sports,
music, fashion and cars. The new bottles, cans and cups also will give
consumers access to online content, games, contests and sweepstakes. For
example, in the United States, the first can will link to a Web site
inviting consumers to help design a Pepsi billboard that will run in New
York City's Times Square in April. Later in the year, consumers will have a
chance to design a paint scheme for NASCAR driver Jeff Gordon’s car.
“On the surface, this might look like a
packaging update, but it’s much more than that,” said Cie
Nicholson, senior vice president and chief marketing officer of Pepsi-Cola
North America, in a statement. “We’re changing the way we
interact with consumers — and now we're doing it on their
To help Pepsi bottlers ensure the seamless transition
of the multiple designs in the marketplace, only the primary packaging will
change, while the outer, secondary packaging will remain the same
ISBT meets in San Antonio
The International Society of Beverage Technologists will hold its 54th
annual meeting at BevTech’07, April 30-May 2 in San Antonio, Texas.
The event will offer presentations of
scientific and technical papers as well as educational seminars. American
Beverage Association President Susan Neely will kick off the meeting with
the keynote address, and the technical program will include a range of
topics from new beverage ingredients to processing primers, regulatory
issues and new packaging innovations. In addition to scientific seminars,
this year’s programming also includes a professional training seminar
on electronic communication, designed to help attendees manage their time
more efficiently and improve their professional image.
The ISBT also will present two awards at the meeting.
The Best Paper Award will recognize the superior quality of content and
delivery of a paper in the general session of the previous year’s
annual meeting. The Best Committee Award will be presented to the technical
committee that contributed most to achieving the objectives of the society
during the past year.
For a full list of ISBT seminars or to register for the event, visit www.bevtech.org
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Beverage Industry’s November issue features our annual Craft Beer Report where we provide insight about how the craft beer segment is recovering after the onset of the pandemic halted many on-premise sales. Also in this issue we analyze the factions of the dairy drinks and dairy alternatives, the latest trends impacting the use of protein ingredients in beverages, the release of our annual Trucks Report with updates on 2021 releases, and much more!