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Moju has expanded its core Immunity portfolio with the introduction of an Elderberry blend, alongside a new large-format packaging option designed for high-volume consumers.
The new product arrives as functional shot sales continue to outpace wider grocery categories, with NielsenIQ data indicating the UK functional shots market reached £105.3 million in value following a 47% compound annual growth rate over the past three years.
Formulation and Functional Ingredients
Packaged in a 420ml multi-serve dosing bottle with seven 60ml portions, the Elderberry variant offers a milder, fruit-led profile than the brand's core ginger products. The recipe incorporates targeted functional botanical and nutritional ingredients:
🫐 Black Elderberries: Selected for a rich berry flavour profile that is naturally high in vitamin C.
🫚 Peruvian Ginger: Fresh root ginger included at a moderate level, registered at two out of five on the brand's internal spice scale.
🍓 Strawberry: Blended to balance the tartness of elderberries with natural sweetness.
🌿 Seaweed-Derived Vitamin D3: Added to deliver the NHS-recommended daily intake per 60ml serving to support normal immune system function.
Portfolio Expansion with XL Dosing Format
Alongside the single-flavour launch, Moju has introduced a 720ml 'XL Doser' format for its signature Ginger recipe.
Providing 12 60ml servings per unit at a suggested retail price of £7.99, the SKU addresses consumption patterns within multi-user households and daily users. The development aligns with purchasing metrics from Worldpanel by Numerator, which demonstrate that Moju shoppers purchase 50% more volume per shopping trip than the average buyer within the broader functional shot category.
Retail Rollout and Availability
The 420ml Elderberry Immunity dosing bottle is currently available at Sainsbury's stores across the UK, with distribution expanding into Waitrose starting 11 November.
The launch reinforces Moju's focus on chilled, multi-serve formats that position functional ingredients into daily supermarket shopping baskets.
