 |
Tal RabanneCEO of Coca-Cola |
Content:
- Tal Rabban: CEO of Coca-Cola Israel
- Market Dominance and Consumer Base
- Reaching Out to Russian-Speaking Israelis
- Healthy vs. Carbonated Beverages
- FUZE Tea's Success and Holiday Preparations
Tal Rabban: CEO of Coca-Cola Israel
New Name, Same Taste: FUZE Tea Debuts in IsraelTal Rabban, the CEO of Coca-Cola Israel, shed light on the recent introduction of FUZE Tea, a rebranded version of the popular Nestea cold tea. The decision to change the name was driven by the end of a partnership between Coca-Cola and Nestle, with Coca-Cola retaining the taste formula and continuing production independently.
Market Dominance and Consumer Base
FUZE Tea commands a significant 6% share of Israel's cold tea market, with a turnover of approximately 200 million shekels. Among Coca-Cola's brands, FUZE Tea occupies a dominant position. Its consumer base spans various age groups, with the most active being military personnel and youth between 12 and 25.
Reaching Out to Russian-Speaking Israelis
Rabban acknowledged the need to cater to Russian-speaking Israelis, who constitute a sizable portion of the Israeli population. While FUZE Tea's initial marketing campaign focused on emphasizing the familiar taste under a new name, the company plans to target specific groups, including Russian-speaking Israelis, in future phases.
Healthy vs. Carbonated Beverages
Despite a global trend toward healthier, non-carbonated beverages, carbonated drinks remain highly popular in Israel. Coca-Cola continues to dominate the Israeli market, while FUZE Tea's introduction is not seen as a response to a decline in carbonated beverage consumption.
FUZE Tea's Success and Holiday Preparations
FUZE Tea has been met with positive feedback and rapid sales growth since its launch. Coca-Cola Israel is preparing special promotions and events for the upcoming Rosh Hashanah holiday, ensuring that their beverages continue to grace Israeli tables during the festivities.
