Functional shot brand MOJU is expanding its nationwide presence this month with a launch in Tesco.
Responding to growing consumer demand for naturally functional super foods, Tesco will stock MOJU’s cold-pressed Ginger and Turmeric shots in over 300 stores. The range will be available in two formats: MOJUs on-the-go 60ml Ginger shot and 420ml MOJU dosing bottles in both Ginger and Turmeric. Earlier this year, MOJU’s Ginger Dosing Bottle was the best-selling branded chilled juice SKU across three major supermarkets.
The launch comes as the functional shots category continues its rapid rise (+54%) and has become the fastest-growing sub-category within Juice & Smoothies. The sub-category is now valued at £63m, with volume growth of 59%. Crucially, 84% of functional shot sales are incremental to juice, with shoppers turning to shots for different reasons – driven by functional health benefits and ‘superfood’ ingredients. With significant headroom still to go after, MOJU forecasts the juice shots category will reach over £100m RSV by the end of 2026.
MOJU and Tesco will drive visibility in-store and online through fixture activation, supported by a 360° awareness campaign. This includes proximity OOH near stores, influencer and social media activity, as well as sampling and couponing to drive trial.
Timed to align with this activation, MOJU is also launching its biggest above-the-line campaign to date, a multi-million-pound investment designed to amplify impact at Tesco and accelerate category growth. Over the past three years, the brand has invested more than £6m in ATL activity to steadily increase recognition and help cement the category’s place in UK households.
Charlie Leet-Cook, Co-Founder at MOJU, said: “We’re incredibly proud to be partnering with Tesco to bring our root boost shots to even more shoppers across the UK. Our mission has always been to help people live life with more mojo, and this launch is another major step in doing just that. The partnership signifies the mainstream momentum behind functional shots growth, disrupting the legacy juice category. Together with Tesco, we’re ready to further shake up the Juice aisle, bringing the BOOM to daily routines.”
