Fuze Beverages will be releasing two new flavors under its Shape line of beverages in Canada. The Fuze Shape line currently has Strawberry Melon and Tropical Punch, and will soon add Blueberry Raspberry and Cranberry Raspberry to the line-up (see left – the image is from the Slenderize line-up in the United States but will be re-positioned to the Shape line-up for Canada).
The Fuze Shape beverages seem to be popular among Canadians, and therefore expanding the product line makes sense. With consumers being more and more health-conscious, these new products makes a strong case for success.
At the same time, the Fuze Green Tea and Fuze Vitalize Blackberry Grape flavors are being phased out of the Canadian product portfolio. Fuze Green Tea entered at the time when there were a lot of other green tea options in the Canadian multicultural marketplace, and therefore contributed to its failure. Fuze Vitalize Blackberry Grape never caught on as a popular flavor and therefore is being phased out. It seems like while the Shape line-up is popular, other line-ups don’t share the same success. Some of you might remember that Fuze Vitalize Fruit Punch was around before, but that flavor was discontinued. The same goes for Fuze Refresh Strawberry Guava. It seems as though the Vitalize line-up is not succeeding, and the Refresh line-up is barely staying alive.
While the discontinued flavors may not have tasted well, they may not have been given a fair chance to succeed either. Fuze’s packaging for their Shape line-up looks upbeat, young and hip, whereas the Refresh line-up looks refreshing (no pun intended), but the Vitalize line-up looks plain boring. Thus it may not come as a surprise that two of the Vitalize flavors are now out of the marketplace, and Orange Mango may soon follow.
The discontinued flavors may make a comeback (at the very least the Strawberry Guava flavor did do well in the market), but not any time soon. However, if it were to succeed, it will definitely need to have updated packaging to attract the consumer’s attention again.