New Elderberry Immunity blend and 12 shot XL Ginger Dosing Bottle land as MOJU builds on growing demand for functional shots
MOJU, the UK’s leading functional juice shot brand,[1] is expanding its portfolio with two new launches this September, adding a new Elderberry blend to its Immunity range alongside its biggest Ginger Dosing Bottle yet.
Landing from 16th September, the launches see MOJU expand its range in two different directions: introducing a fruitier addition to its Immunity range with a milder ginger kick, while giving regular Ginger shotters a larger format with more servings and even better value per shot. The launches come as the UK Functional Shots Category reaches £105.3m in value, having delivered a 47% compound annual growth rate[2] (CAGR) over the past three years. MOJU continues to play a leading role in that growth, with sales up 25.7% YoY,[3] with the brand accounting for 45% of total Functional Shots value growth over the last 52 weeks.[4]
TAPPING INTO GROWING IMMUNITY DEMAND
The Elderberry launch sees MOJU build out its Immunity offer with a new berry-led blend, combining vitamin C-rich black elderberries with fresh root Peruvian ginger and juicy strawberry to deliver a fruitier shot with a gentler ginger kick.
Traditionally associated with syrups, supplements and cold-weather remedies, elderberry has long been linked with the colder months. MOJU is giving the ingredient a fresh twist, bringing it into the chiller in a convenient, everyday format with a 420ml Dosing Bottle containing seven 60ml servings.
From the same plant as the more familiar elderflower, elderberry is the darker fruit with a bolder flavour profile and is naturally high in vitamin C. Each 60ml serving also contains the NHS recommended daily intake of vitamin D3 from seaweed extract for immune support.
The launch taps into growing demand for functionality, with the proportion of consumers seeking functional benefits from their drinks nearly doubling from 13% to 24% since 2024.[5] With taste also playing a key role in product choice, the new blend hits a two out of five on MOJU’s spice-o-meter, offering a milder take on MOJU’s signature Ginger shot.
GOING BIGGER ON GINGER
Alongside the new blend, MOJU is going bigger on its best-selling Ginger shot with the launch of its biggest Dosing Bottle yet. The new 720ml XL Doser builds on MOJU’s existing seven-shot format, packing 12 x 60ml servings into one bottle for established daily routines and households with multiple Ginger shotters.
Ginger remains at the heart of the Functional Shots category, with Ginger-led SKUs accounting for 69% of Functional Shots sales over the last 52 weeks.[6] MOJU has played a leading role in bringing fresh root ginger into the mainstream through its functional shot format, with the highest-quality Peruvian ginger delivering the fresh, fiery kick synonymous with MOJU Ginger.
Having pioneered the seven-shot Dosing Bottle format, MOJU introduced a new way for shoppers to consume functional shots at home. It’s existing 420ml Ginger Dosing Bottle now has an industry-leading 44% repeat rate[7] – the highest in Chilled Juice, pointing to strong demand from shoppers already buying into the larger format.
That demand is also translating into bigger baskets, with MOJU shoppers purchasing 50% more volume per trip than the wider shots category average[8] while 56% of existing shoppers expect to consume more MOJU over the next three years.[9] The XL Doser builds on those behaviours, giving regular Ginger drinkers and larger households with multiple shot drinkers more shots per bottle and an even better value per serve.
Priced at £7.99, the XL Doser contains 12x 60ml servings, bringing the cost per shot down to 67p, compared with 85p at RRP for the existing seven-shot Dosing Bottle, while reducing plastic per serve by 31%.
Rich Goldsmith, CEO & Co-Founder at MOJU said:
“We’ve shaped the shots category from the start and evolving our range around how people actually consume MOJU has always been a big part of that. Elderberry felt like a natural next step for our Immunity range, taking an ingredient traditionally associated with sugary syrups and supplements and bringing it into a fresh, lower sugar format. At the same time, the XL Dosing Bottle gives households who already love their daily MOJU more shots in the fridge and even better value per serve. As people continue to think carefully about what they want to spend their money on, it’s about making that daily MOJU ritual work a little harder for them too.”
Product information
MOJU Elderberry Immunity 420ml Dosing Bottle
RRP: £5.95 (Launch promotion from 8th October to 28th October at £3.95 in Sainsbury’s)
Contains: 7 x 60ml servings
Available from: Sainsbury’s and MOJU direct (mojudrinks.com) and Waitrose from 11th November
Launch date: 16th September 2026
MOJU Ginger XL 720ml Dosing Bottle
RRP: £7.99
Contains: 12 x 60ml servings
Available from: Sainsbury’s and Waitrose
Launch date: 16th & 17th September 2026
1: NIQ Total Coverage (incl Aldi & Lidl) L12W & L26 w.e. 11 07 26
2: NielsenIQ (NIQ)
3-4: NielsenIQ, Total Coverage, Value Sales of Functional Shots, L52W to 08.08.26
5: The Grocer Soft Drinks Report (April 2026), Field Agent
6: NielsenIQ, Total Coverage, 52w rolling to 11.7.26
7: Retailer X, Total Estate, Customer % Repeat Rate, L52W to 25.4.26, Ginger 420ml
8: Worldpanel by Numerator 52we 15 06 25
9: OC&C Functional Shots Consumer Survey 2025
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