Fuze Beverage, commercially referred to as simply Fuze (pronunciation: fyooz), is a manufacturer of teas and non-carbonated fruit drinks enriched with vitamins. Currently the brand consists of five vitamin-infused lines: Slenderize, Refresh, Tea, Defensify, and Vitalize. The use of vitamins, amino acids, herbs, and alternative sweeteners such as crystalline fructose places Fuze products in what is known in the industry as the "new age" beverage category.
Fuze Beverage was founded by Lance Collins and creative director Paula Grant in the basement of Collins' Englewood Cliffs, NJ home in 2000. In 2002 the brand launched two additional flavors, peach mango and tropical punch; the same year, the company grew to 30 employees and moved out of Collins' basement. The company continued to expand rapidly, launching new flavors throughout 2004 and 2005. Since 2005, Fuze products may be found in most major retailers, with sales exceeding 11 million cases by 2006. The company's growth attracted the attention of The Coca-Cola Company, which purchased Fuze Beverage in February 2007 for an estimated $250 million. Coke also gained the rights to NOS Energy Drinks and WaterPlus as part of the purchase.