Mogu Mogu to add sugar-free variants to range

Viral soft drinks brand Mogu Mogu has added sugar-free drinks to its lineup for the first time.

Zero Sugar Summer Berries and Zero Sugar Tropical Delight (rsp: from £1.10/320ml) will launch via wholesale and convenience from 1 March.

The duo are aimed at driving penetration among the seven out of 10 soft drinks shoppers now seeking low or no-sugar beverages, the supplier has advised.

“Shoppers are becoming more health-conscious and are increasingly looking to add zero-sugar drinks into their repertoires, but not at the expense of sacrificing taste or enjoyment,” said Ash Chadha, sales and marketing director at Mogu Mogu supplier, Asco Foods. “Flavour is still their number-one priority.”

The new zero sugar serves delivered “the signature Mogu Mogu ‘sip, chew, feel’ experience and without compromising on taste”, said Chadha. “We feel we’ve created the perfect formula to help retailers double up on growth and make the most of the surge in popularity of both the sugar-free segment and Mogu Mogu,” he added.

Mogu Mogu’s drinks contain jelly-like pieces of chewable fermented coconut called nata de coco.