New niche beverage category expands quickly

In mainstream grocery, strong sales performance is critical to hit hurdle rates and avoid deletion. In less than one year since launching in Woolworths, Mojo Crafted kombucha has achieved this, according to the company. Woolworths has also doubled the product range  with new flavours Passionfruit and Turmeric.

Mainstream grocery is not the only retailer expanding probiotic beverages for customers.  Independent grocery is also cashing in on the market in Australia, at a retail level pushing around $70 to $80 million a year.

Metcash Convenience recently selected Mojo Classic as the first kombucha nationally available through the independent network. IGA, Foodland, Super IGA, The Friendly Grocer and Foodworks stores will offer 13 Mojo kombucha flavours under the Classic and Mojo Crafted ranges, all in 330ml bottles.

The product is a fermented, sparkling tea containing active enzymes, organic acids and proven probiotics. According to the company, the certified organic, vegan friendly and gluten free beverage offers a range of health benefits, including gut health, vitamin B12 and immune support.

“Launching our full range of flavours in more channels means consumers win and we do too,” said Andrew Buttery, business development manager for Mojo Crafted.

“It’s a huge investment in refrigerated space in independent stores with a traditionally smaller footprint.”