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Coca-Cola Acquires Fuze Beverage

By: Rebecca Wright

Editor/Associate Publisher

The Coca-Cola Company, Atlanta, GA, has signed an agreement to purchase Fuze Beverage, LLC, Englewood Cliffs, NJ, maker of Fuze enhanced juices and teas. Financial details of the transaction were not disclosed. According to BevNet.com, Fuze generated $90 million in revenue last year.

The acquisition, which is subject to regulatory clearance and certain other terms and conditions, includes all Fuze 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.

According to Coca-Cola, Fuze beverages are among the fastest-growing brands in the categories in which they compete. Since the launch of the first Fuze products in 2001, the company has launched more than 40 new products and line extensions.

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