East London based cold-pressed drinks brand, MOJU, has launched its new Acerola cherry juice shot exclusively in 260 Waitrose stores on Monday 24 July.
The new Acerola shot will be joined by MOJU’s already popular cold-pressed Turmeric Booster shot in Waitrose’s highly competitive juice fridges. The move demonstrates a wider shift towards functional products with a focus on quality, taste and convenience on the supermarket shelves.
The natural shots category in the UK is nascent, with other early movers focused on long shelf-life ambient products. MOJU has been the first to launch cold-pressed and high pressure processed (HPP) variants into the grocery channel – adding incremental value to retailers’ chillers, taking up less shelf-space and increasing average basket spend.
Cold-pressed (HPP) is one of the only segments of the juice category that is experiencing high growth. This is due to the increased demand from consumers wanting products that are lower in natural sugars, have a clear functional benefit and are less heavily processed for a much fresher taste.
Rich Goldsmith, co-founder, MOJU, says: “We’ve seen a lot of demand from consumers wanting the functional benefits and fresher taste of cold-pressed juice but in a smaller, on the go format. HPP technology is allowing us to introduce naturally functional products in new packaging formats and flavour combinations into the UK’s grocery channel. The shots category in the UK is gaining momentum, bringing clear benefits to both consumers and retailers. We are proud to be working closely with the UK’s grocers to build a category with significant potential.
Building on MOJU’s release of the UK’s first range of cold-pressed and HPP shots late last year, this new listing represents a significant step for the brand as they continue to bring new levels of quality and taste to the more affordable end of the cold-pressed juice category.
MOJU’s juices are made using fresh vegetables and fruit and are never heat treated to ensure the nutritional benefits and taste of the raw ingredients are maintained.