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BRAND SPOTLIGHT

MOJU

In this brand spotlight we take a deep dive into Moju. 

Category: Gut Health 

0151 - Moju Drinks

📖 BRAND OVERVIEW

MOJU has quickly become one of the leading ginger shot brands in the UK. The brand is known for its convenient packaging, natural ingredients, and bold flavours. MOJU set out to create a juice with all-natural ingredients and no added extras, which is how their ginger and turmeric shots were created. 

The shots are a prebiotic – that can be taken to improve gut health and boost nutrition.

  • Simple, natural ingredients with no added sugar 
  • Range of flavours, including ginger, turmeric, hot mango and tropical
  • 35m shots sold
  • Can be used to boost immunity
  • Dairy free

🔍  LET’S GIVE SOME CONTEXT

  • Friends Rich and Charlie – started making their own juices when they realised that other products were full of added sugar, caffeine and artificial ingredients, with a lot of processing. They wanted to create a simple juice made with real fruit. 

 

  • In 2021 they secured an investment – from Danone Manifesto Ventures (DMV), which opened a lot of doors for the duo, particularly in the UK market. It was a big move for DMV too, as it was their first investment in a UK business. 

 

  • MOJU’s popular 420ml shots – are available at some of the UK’s big supermarkets, including Sainsbury’s, ASDA and Waitrose. They can also be found at Co-Ops. 

 

  • It’s projected that – MOJU will see over £20m in retail sales for 2023.

🏢  BEHIND THE SCENES

  • Headquarters: London, UK
  • Year founded: 2015
  • Employee count: 50
  • Investors: Danone Manifesto Ventures (in 2021)
  • Purchasing Options: Direct to consumer, Retail

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Product range: Gut-health drinks with flavours such as ginger, turmeric, hot mango and tropical. Bundles available, such as a starter pack and gut health pack.
  • Innovation: Disrupted the ginger shot market by offering a more convenient, natural, and exciting product.
  • Target Audience: Gym go-ers, tired commuters, those suffering with gut health issues, or simply people who want to boost their immune system. The products are also aimed at those who want a more natural, organic diet (no sugars, additives or strange ingredients).
  • Brand positioning: Natural, fresh, convenient.

🧡 THIS GETS US EXCITED

  • Super simple ingredients – their Ginger shot contains apple, ginger root (20%), lemon, acerola cherry powder, and that’s it. They don’t use additives, preservatives, colours or flavourings. 

 

  • MOJU has a strong brand identity –  using bold colours (predominantly orange and black) and packaging that makes them stand out.

 

  • The brand offers a subscription service – that can save the consumer money every month. When a subscription is set up, they get a 15% discount off every order. Plus, their rewards system means consumers can collect points towards discounts, merch and other perks. 

 

  • Bespoke bundles – consumers can choose how many of each flavour they want, or they can purchase the pre-made packages. 

  • Brand partnerships – MOJU partnered with Eaten Alive to create a bespoke limited-edition hot sauce.

🤔 POTENTIAL BRAND CHALLENGES

  • Bold flavours – may limit market reach. But MOJU can leverage its branding to attract the gut health enthusiasts out there!

 

  • Changing perceptions – consumers often associate gut health drinks with brands such as Yakult. It’s important for brands like MOJU to address this perception and steer consumers toward its innovative shots. Their social channels suggest it’s already doing so.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Retail – MOJU has more than 7,000 distribution points in the UK. Their drinks can be bought at large supermarkets, including ASDA and Sainsbury’s. 

 

  • Direct to Consumer via Website – MOJU shots can also be purchased via their website. This option may work out cheaper to those wanting to have one shot a day, thanks to the subscription discount of 15% each month. 

⏭  WHAT’S NEXT?

  • A growing market – probiotic and prebiotic drinks and foods are thought to be a ‘future food’ that are increasing in popularity, with more consumers looking to spend money on these products. More consumers are looking for sugar-free products in a predominantly high-sugar market, and they’re also aware of what gut health is and how to improve gut health, so a growing market is good news for MOJU. 

  • Growth opportunities – with a category value of USD 8.4 billion in 2022, there’s certainly an opportunity for them to grow unto the US market.

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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