Mogu Mogu is following up on a soaraway performance in 2024 with a raft of major new supermarket listings to kickstart 2025.
The drinks brand, which has become a viral success in the UK after being discovered by distributor Asco Foods following a buying trip to Asia in 2017, is starting the year with more than 400 additional supermarket-owned store listings, taking its availability in major chain outlets to over 1,250 and adding to its wide distribution throughout wholesale and independent convenience.
The move comes as the world’s leading nata de coco drink – which is available in 17 different flavours and features jelly-like pieces of chewable fermented coconut to deliver the brand’s trademark ‘Sip, Chew, Feel’ brand experience – recently stormed into the nation’s Top 20 best-selling juices and smoothies, charting at number 18 following a 48.2% rise in sales.
Mogu Mogu has increased its coverage by adding a further 444 major multiple stores, more than doubling its presence in Sainsbury’s supermarket estate, rolling out to 117 additional outlets within its Sainsbury’s Local roster, and adding 204 Morrisons outlets to take its nationwide footprint in major chains to 1,254 stores.
“We are absolutely delighted to be starting 2025 as we ended 2024, with yet another period of growth for Mogu Mogu in the UK,” explains Indy Jhalli, National Account Manager at ASCO Foods. “These new listing are an opportunity for us to take the Mogu Mogu experience to even more shoppers, as well as satisfying demand from those who are already enjoying the brand but have been asking for it to be more widely available.”
Alongside increasing availability of the brand’s core single-serve (RRP: £1.30) and multi-pack 320ml bottles, Jhalli said the new listings will also allow it to continue pushing the opportunity for its retail partners to capitalise on growing demand for the brand within both the lunch to go and take home sectors, in line with the findings of new research at the end of 2024.
“Our research found that one in three of our shoppers are already buying Mogu Mogu as part of the lunch on the go opportunity, so we know there is also an opportunity for both larger retailers and convenience store operators within front of store chillers,” adds Jhalli.
“In addition, we discovered that the brand is also being frequently bought as part of the weekly shop, both in store and online, with four out of 10 purchasers buying it to drink at home or a friend’s house (41%), and one in three (32%) buying it for enjoying at work, school or college. And we also found that three out of 10 shoppers want retailers to stock their favourite flavours in 1-litre formats so they can enjoy them at their convenience at home.”
In response to the latter finding, Asco has just launched 1-litre formats of its most popular flavours into the wholesale channel with the brand’s bestselling Lychee and Mango flavours – alongside Strawberry and Blackcurrant – now available in Dhamecha.
“We made a name for Mogu Mogu through the brand’s ‘Drink Now’ single formats, but the opportunity is also now expanding into all of the major soft drinks occasions, as is typical of any best-selling soft drinks brand once it achieves a critical mass of distribution and demand,” adds Jhalli.
“New listings and new formats will now be key to unlocking further opportunities for retailers to share in the growing demand for Mogu Mogu.” Mogu Mogu has increased its coverage by adding a further 444 major multiple stores, more than doubling its presence in Sainsbury’s supermarket estate.”
