Coca-Cola took a big step into the so-called "enhanced" beverage market with the purchase of Fuze, which sells ready-to-drink juices and teas in funky bottles.
New Jersey-based Fuze managed to elbow its way onto a considerable number of grocery and convenience store shelves in recent years, causing Coke to take note. It announced the purchase on Thursday.Fuze was founded in 2001.
Coke didn't disclose the price it paid or specific details of the transaction, which is subject to regulatory approval and other conditions. The deal could be completed by the first quarter of this year.Fuze would operate as a standalone unit of Coke.
Beverage Digest publisher John Sicher estimated the sales price
Tuesday, February 06, 2007
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