Kombucha pioneer MOJO’s new mantra ‘Actually Natural’ leads a branding overhaul to reinstate the company’s point of difference as an industry leader when it comes to functional beverages.
MOJO was at the forefront of the fermented beverage market when it was founded by Anthony and Sarah Crabb in 2010. It has been a driving force in the sector’s success in Australia.
In 2018, the business was acquired by The Coca-Cola Company with founder Anthony Crabb staying on as CEO.
Crabb said the company is continuing to innovate the kombucha category.
“We pride ourselves on following a traditional and thoughtful fermentation method, and avoiding shortcuts. This is what sets our kombucha apart from other functional beverages in the market,” Crabb said.
With the rebrand, the company wanted to visually communicate this MOJO difference more effectively.
“The packaging is as unique and lively as what’s inside the bottle,” he said.
The ‘Actually Natural’ brand statement is featured across all of products to highlight MOJO’s authentic fermentation process using organic ingredients and low sugar.
The company is also aiming to strengthen its visual presence with vibrant graphics and colours across its packaging, website and social media.
Expanding the product line
Adapting to the new consumer trend of functional yet flavourful, MOJO has also launched two flavours for its new kombucha Superbooch into Woolworths.
Brewed with blueberry kombucha, lavender and chamomile extracts, the Calm-omile flavour aims to promote relaxation and is ideally used to wind down during mid-afternoon or as a alternative to alcohol.
Combined with probiotics and prebiotics, the Green Gut Guru flavour has been crafted as a fresh juice or green smoothie alternative. The functional fermented drink contains MOJO’s kombucha with apple juice, spinach, and spirulina.
MOJO’s Superbooch is available at Woolworths for RRP $4.30.
