The Kombucha brand Mojo produced by Organic & Raw will disappear from the market once existing stocks are sold as announced on social media by the company.
The company details that it will cease operations and shut down its factory in Willunga at the end of 2022, a year after revamping the brand’s identity for the first time since hitting the Australian market more than a decade ago. According to Mojo, the change was aimed at fostering stronger brand recognition and will include changes to packaging and the company’s website, making it easier for the company to interact with consumers through visuals, which it believes will build customer confidence and interest in its products.
The new branding included a new mantra, ‘Actually Naturally’, which appears to push the business’ commitment to be an authentically fermented, organic, low sugar, and free-sweetener kombucha to consumers.
But from the new announcement, its products, Activated Kombucha, Kombucha Soda, and Gun Shots, will no longer be available for purchase and it will fulfill remaining orders by the end of November.
Established in 2010 by co-founders Anthony and Sarah Crabb, Mojo is a low-sugar, naturally fermented, live-culture, an organic drink made from real fruit. The brand has grown into one of Australia’s leading organic kombucha brands, and after nine years of independently pioneering the category, its parent Organic & Raw was acquired by FMCG giant Coca-Cola in 2018.
A representative for Coca-Cola said the decision by Organic & Raw is part of Coca-Cola’s continued move to streamline its line-up of drinks and prioritize fewer brands with the greatest potential for scale. Contrary to the statement given by the company to analysts, a letter to staff seen by Inside FMCG, explained the business closure had been brought about by several factors, including challenging trading conditions, rising input costs, and the significant ongoing investment required to continue to build the brand.
With the news coming just a few weeks before the festivities start, the kombucha brand fans expressed their devastation. Some say, “this would (not) have happened if Coca-Cola Amatil had not brought out the brand.” (Coca-Cola Amatil and Coca-Cola European Partners merged to form Coca-Cola Europacific Partners last year).
