Moju Introduces Elderberry Immunity Blend to Its Health Shot Portfolio

UK functional juice shot brand Moju has announced the addition of a new Elderberry blend to its Immunity range, which is currently available at Sainsbury’s and will be introduced at Waitrose on November 11. This new blend incorporates black elderberries, fresh root Peruvian ginger, and strawberry, promising what Moju refers to as a 'fruitier shot' with a subtle ginger flavor. It scores a two out of five on Moju's 'spice-o-meter', indicating a milder ginger taste compared to previous offerings.

Elderberry, which is often used in syrups, supplements, and cold remedies, is naturally high in vitamin C. By incorporating it into their functional shot line, Moju aims to provide this traditional fruit in a convenient, everyday chilled format. The product is offered in a 420ml dosing bottle containing seven 60ml servings, each providing the NHS-recommended daily intake of vitamin D3 sourced from seaweed, enhancing immune support.

The launch comes as the UK functional shots category reaches a value of £105.3 million, showing a 47% compound annual growth rate over the past three years according to NielsenIQ data.

Besides the new Elderberry blend, Moju is launching a 720ml ‘XL Doser’ version of its Ginger variant. This larger option, comprising 12 60ml servings and priced at £7.99, caters to households with multiple ginger shot consumers. The move addresses data from Worldpanel by Numerator, revealing that Moju customers purchase 50% more volume per shopping trip compared to the average shots category.

Rich Goldsmith, CEO and co-founder of Moju, stated, "Elderberry was a natural next step for our Immunity range. We have taken an ingredient traditionally linked with sugary syrups and supplements and transformed it into a fresh, lower-sugar product."