Mogu Mogu celebrates first foray into new foodservice drinking experience

Soft drinks sensation Mogu Mogu is building on its success in retail with its first major foodservice and restaurant trade listing.

The popular drink – which comes in a range of flavours, all featuring real pieces of nata de coco to offer a unique drinking experience – is rolling out to Yo! Sushi restaurants and 50 of its kiosks now, with the popular Mogu Mogu Mango and Blackcurrant variants going on the chain’s menus now.

The move comes as Mogu Mogu – which is distributed in the UK by Asco Foods Ltd – continues to go from strength to strength both in the UK and globally.

Particularly popular among Gen Z and millennial consumers seeking an alternative to energy drinks, colas, and carbonates, Mogu Mogu has achieved phenomenal triple-digit growth of +216% in the retail channel over the past year to sell 41 million bottles and make it the fastest growing soft drinks brand in 2023[1].

“The UK has an unquenchable thirst for soft drinks, with one of the highest consumption rates of in Europe,” explains Sunny Chadha, Co-Founder & Director of ASCO Foods.

“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.”

As part of the brand’s global development Mogu Mogu has invested heavily, working with high-profile celebrities and influencers including new brand ambassadors and K-Pop supergroup Seventeen, who took to the Pyramid stage earlier this summer at the Glastonbury Festival.

In the UK, the brand has further been raising awareness through a high-profile sponsorship of The Chunkz & Filly Show, a podcast by two highly successful YouTubers with massive social media followings, which has helped the brand to get in front of a core target demographic on a huge scale.

“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 Z’s 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,” adds 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, major shopping malls like Westfield London, and many more besides.

Mogu Mogu is available in 320ml and 1 litre formats, and in 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.

“I would urge any foodservice operators with a significant audience of teenagers and young adults to check us out as we know we are a brand already hotly on their customers’ radars.”