Viral soft drinks brand Mogu Mogu has launched a new mixed multipack for its 1-litre format that is exclusively available to independent retailers via Dhamecha.
The Mogu Mogu 1-litre six-packs (RRP: £3.49 per bottle) are available exclusively via Dhamecha in four major depots: Wembley; Croydon; Barking; and Leicester, and include the brand’s bestselling Lychee and Mango flavours alongside Strawberry and Blackcurrant.
The launch follows research commissioned by the brand which found that over a third (36%) of Mogu Mogu shoppers would like to see multipacks in store, while almost a third (29%) also want to see their favourite flavours in 1-litre bottles on shop shelves.
National Account Manager at ASCO Foods, Indy Jhalli, explained the move to at-home formats. “2024 was a bumper year for us. We broke into the Top 10 in Juice Drinks by delivering a quarter of the segment’s growth over the previous two years – more than any competitor. This is largely thanks to our ‘Drink Now’ single formats, which have always been our heartland.
“But there’s been a noticeable shift towards at-home consumption occasions and our shoppers have been rallying for larger versions of their favourite flavours which they can stock up on and share in front of the telly or around the dinner table.
“We’ve worked with Dhamecha to make sure our new 1-litre six-packs are available in-depot, just in time for the January rush, when a huge influx of shoppers are opting for refreshing soft drinks above other beverages to tide them through the month.”
Dhamecha Group buyer, Daniel Spruds, added: “Mogu Mogu is continuing to go from strength to strength within Dhamecha’s business. Building on this, the introduction of a 1-litre multipack format extends Mogu Mogu’s horizon to better access the growing number of at-home occasions. We are extremely pleased to deliver this new pack format into 2025.”
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