Mogu Mogu has bolstered its retail presence following a year in which its sales volumes have more than doubled.
The drink, which contains jelly-like pieces of chewable fermented coconut called nata de coco, has soared in popularity since being brought to the UK by Asian food and drink distributor Asco Foods.
Driven by interest on social media – Mogu Mogu’s TikTok channel has 158,000 followers, 4.9 million likes and over 50 million views – sales have grown by £4.7m on volumes up 52.3% [NIQ 52 we 7 September 2024].
The brand has begun 2025 having secured a raft of listings across Sainsbury’s and Morrisons estates, taking its nationwide footprint in the mults to more than 1,250 stores.
It is now available on the shelves of 444 more major multiple stores, including a further 117 Sainsbury’s Local outlets and 204 Morrisons stores.
Mogu Mogu is also widely stocked across wholesale and convenience, as well as in around 200 Asda 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,” said Indy Jhalli, national account manager at Asco Foods. “These new listings 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.”
Having undertaken consumer research in conjunction with Levercliff last summer, Mogu Mogu this year aims to focus on increasing availability of its core single-serve and multipack 320ml bottles in grocery, Jhalli said.
“Our research found 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,” he said.
“In addition, we discovered 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.
“We also found three out of 10 shoppers want retailers to stock their favourite flavours in one-litre formats so they can enjoy them at their convenience at home.”
In response to the latter finding, Asco has just introduced one-litre multipacks of its most popular flavours to the wholesale channel. Lychee, Mango, Strawberry and Blackcurrant one-litre multipacks are now available for retailers to purchase through Dhamecha.
“New listings and new formats will now be key to unlocking further opportunities for retailers to share in the growing demand for Mogu Mogu,” Jhalli added.
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