The use of vitamins, amino acids, and herbs, and alternative sweeteners such as crystalline fructose places Fuze products in what is known in the industry as the new age beverage category.

The brand was launched, first in the Northern California market in 2001 with three flavors packaged in fruit-themed bottles: mixed berry, banana colada and cranberry raspberry.

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 move was seen as a strategic effort to expand the company's portfolio of non-carbonated beverages, and specifically to compete with PepsiCo's SoBe line of fruit juice blends and enhanced waters.

[7] It also confirmed a strategy shift from Coke's long-time practice of developing new products in house in favor of buying innovative beverage companies.

[14] However, to date there is no scientific evidence to support these claims or other previous assertions that Fuze products may help consumers avoid cancer, heart disease, colds, flu and infections of the lungs and kidneys.