Soft drink scores foodservice listing
Gen Z favourite Mogu Mogu is building on its success in retail with its first major foodservice listing
The drink, which features real pieces of nata de coco to provide a ‘unique chewy texture’, is rolling out to Yo! Sushi restaurants and 50 of its kiosks as Mogu Mogu Mango and Blackcurrant variants are added to the chain’s menus.
Popular among Gen Z and millennial consumers seeking an alternative to energy drinks, colas, and carbonates, Mogu Mogu has achieved triple-digit growth of +216% in the retail channel over the past year to sell 41 million bottles, and was the fastest growing soft drinks brand in 2023 (NielsenIQ Total Impulse 52 w/e 09.03.24).
“The UK has an unquenchable thirst for soft drinks, with one of the highest consumption rates of in Europe,” said Sunny Chadha, co-founder and director of Asco Foods, the UK distributor.
“We know that consumers across both retail and foodservice are keen to seek out new experiences and, having built a large and loyal fanbase for Mogu Mogu in retail, we are now ready to build on that success and extend it into the restaurant and foodservice sector. We are therefore delighted to have secured agreements with two high-profile chains as part of our first foray into this new area of development for the brand in the UK.”
To raise awareness of the brand, Mogu Mogu is working with celebrities and influencers including new brand ambassadors and K-Pop supergroup Seventeen, and sponsors The Chunkz & Filly Show, a podcast by two YouTubers with huge social media followings.
“We’ll be announcing further collaborations shortly, and social media is a channel we’ve used particularly well to foster a growing, passionate fanbase for Mogu Mogu, particularly among Gen Zs and millennials – something we’re building on by leaning into popular culture through strategic partnerships with high-profile influencers and celebrities whose audiences and their interests align with our own,” added Chadha.
The brand has also just launched a major out-of-home advertising campaign nationwide, with ads celebrating Mogu Mogu’s ‘Sip, Chew, Feel’ experience across more than 1,000 locations including bus stops, digital screens, supermarkets and malls.
Available in 320ml and 1 litre formats, Mogu Mogu offers a range of 17 flavours including best-sellers Lychee and Mango, and new Bubble Gum and Cotton Candy flavours.
Chadha concludes: “Offering a multi-sensory drinking experience through a fun drink that offers a unique chewy texture and a line-up of refreshing fruit flavours has already helped us successfully disrupt the category to become a mainstay in the drinks chiller. And adding unexpected, nostalgic flavours is helping us to extend the brand’s appeal even further.”
Asco Foods Foodservice Generation Z millennials Mogu Mogu Soft Drinks Sunny Chadha
