Coca-Cola Plans to Purchase FUZE Beverage LLC

The Coca-Cola Company signs an agreement to purchase FUZE Beverage LLC, maker of FUZE enhanced juices and teas. The acquisition, which is subject to regulatory clearance and certain other terms and conditions, includes all FUZE Beverage LLC brands, including the Vitalize, Refresh, Tea and Slenderize lines under the FUZE trademark; WaterPlus enhanced water products; and license rights to the NOS Energy Drink brands. If approved, the transfer of ownership is expected to occur within the first quarter of 2007, and FUZE will operate as a stand-alone entity of The Coca-Cola Company. The acquisition of FUZE Beverage LLC is the latest in a series of recent actions by CCNA to expand its beverage portfolio. In November 2006, CCNA and Caribou Coffee announced plans to launch a new line of premium ready-to-drink iced coffees this summer. In August, CCNA launched a new line of premium indulgent beverages, Godiva Belgian Blends, in partnership with Godiva Chocolatier. Last summer's reformulation and restaging of Nestea ready-to-drink (RTD) teas was followed by the launch of the new Gold Peak RTD tea by Beverage Partners Worldwide, the company's 50/50 joint venture with Nestle SA. Far Coast, a collection of premium brewed beverages, was launched in a special "concept store" in Toronto in September 2006 and is currently being rolled out to other retail customers in the Greater Toronto Area. The category-creating calorie burner, Enviga, was launched regionally in November 2006 by BPW, and will roll out nationally this month.