MOJU
MOJU is a UK wellness beverage company founded in 2015 that makes cold-pressed ginger, turmeric, and immunity shots using High Pressure Processing technology, sold across all major UK supermarkets, food service outlets, DTC e-commerce, subscription, and a growing office channel.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What MOJU does
MOJU is a UK-based wellness beverage company founded in 2015 by Charlie Leet-Cook and Rich Goldsmith, producing cold-pressed functional nutrition shots centered on Peruvian ginger and turmeric. Its core technology combines slow cold-press extraction with High Pressure Processing (HPP), preserving raw nutrients without heat or preservatives, and is supported by a direct sourcing relationship with a fourth-generation farming cooperative in Peru's Selva Alta region. The product portfolio spans six SKUs — Ginger, Turmeric, Extra Strength Ginger, Hot Mango Immunity, Power Greens Immunity, and Honey Lemon Immunity — sold in 420ml dosing bottles for home use and 60ml grab-and-go formats for office and on-the-go consumption, alongside bundled offers (Pick 'N' Mix, Variety, Vitality, Immunity).
The business operates a hybrid distribution model: an extensive wholesale footprint across all major UK supermarkets (Tesco, Sainsbury's, Asda, Co-op, Waitrose, Morrisons, Ocado, Whole Foods), food service (Leon, Itsu), gyms, and coffee shops, totaling 10,000+ stores across the UK and Europe. This is layered with a direct-to-consumer e-commerce channel (mojudrinks.com) offering both one-time purchases and a subscription service with 15–20% savings, flexible delivery cadence, and a Power Ups loyalty program. A newer office/workplace subscription channel (24x60ml Boom Boxes) targets B2B wellness budgets. MOJU holds B Corp certification, is a founding UK member of 1% for the Planet since 2017, and has raised $3.4M from Danone Manifesto Venture (2021).
MOJU firmographics
Firmographics- Name
- MOJU
- Legal name
- MOJU Ltd
- Website
- https://mojudrinks.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MOJU is a UK wellness beverage company founded in 2015 that makes cold-pressed ginger, turmeric, and immunity shots using High Pressure Processing technology, sold across all major UK supermarkets, food service outlets, DTC e-commerce, subscription, and a growing office channel.
- Ownership category
- akta.pro rank
MOJU industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Soft Drink and Ice Manufacturing (31211)
- SIC
- Beverages (2080), Food And Kindred Products (2000)
- akta.pro primary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
- akta.pro secondary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
Keywords
Where MOJU is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
MOJU business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Online sales through mojudrinks.com with subscription and one-time purchase options. Subscription model offers recurring revenue with 15-20% savings, free shipping from £30, and flexible delivery scheduling.
- One-Time Product Sales: Individual product purchases without subscription commitment. Products include dosing bottles (4x420ml), Pick N Mix bundles, variety packs, and accessories like shot glasses and hot glasses.
- Wholesale/Retail Distribution: B2B wholesale supply to supermarkets (Tesco, Sainsbury's, Asda, Co-op, Waitrose, Morrisons, Ocado, Whole Foods), coffee shops (Leon, Itsu), gyms, fitness studios, and co-working spaces.
- Office/Workplace Bulk Sales: Bulk subscription service for workplaces with 60ml shots in 24-pack Boom Boxes. Offers 15% subscription discount and exclusive perks for teams and events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription (4-bottle pack) - 15% off |
| Subscription | Monthly | Subscription (8-bottle pack) - 20% off |
| Subscription | Monthly | Office Bulk - 60ml shots 24-pack |
| Unit Pricing | Pay-as-you-go | One-time purchase - 420ml dosing bottles |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
MOJU product offering
Product offeringCore offering
MOJU produces and sells cold-pressed functional nutrition shots across six blends (Ginger, Turmeric, Extra Strength Ginger, Hot Mango Immunity, Power Greens Immunity, Honey Lemon Immunity) made with Peruvian super roots and preserved using High Pressure Processing. Products are sold in 420ml dosing bottles and 60ml grab-and-go formats through D2C e-commerce (with subscription options), wholesale to UK supermarkets, coffee shops, gyms, and an office/workplace bulk channel.
Product overview
MOJU is a UK-based wellness beverage company offering cold-pressed functional nutrition shots. The product portfolio centers on six signature blends: Ginger, Turmeric, Extra Strength Ginger, Hot Mango Immunity, Power Greens Immunity, and Honey Lemon Immunity shots. Products are sold primarily in 420ml dosing bottles containing 7 daily servings each, with 60ml grab-and-go individual shots for office and bulk use. The range includes customizable bundle options (Pick 'N' Mix, Variety Pack, Vitality Pack, Immunity Mix) and subscription services for home and office delivery. All products are cold-pressed using Peruvian super roots (ginger and turmeric), preserved via HPP (High Pressure Processing), and contain no added sugars, preservatives, or artificial ingredients. MOJU holds B Corp certification and is the UK's #1 ginger shot brand, available in major supermarkets nationwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Ginger Shots Cold-pressed ginger shot made with 20% Peruvian ginger root, apple, lemon, and acerola cherry powder. Provides a fiery caffeine-free kick with 28 daily servings per 4x420ml pack for individual consumers seeking daily energy and wellness support.
- Turmeric Shots Cold-pressed turmeric shot with 18% Peruvian turmeric root, lemon, black pepper powder, and acerola cherry powder. Contains curcumin for inflammation and joint health support, sold in 4x420ml packs to health-conscious consumers.
- Extra Strength Ginger Shots High-potency cold-pressed ginger shot containing 37% Peruvian ginger root (25.4g per 60ml shot). Double the ginger content of the standard ginger shot for maximum fiery kick, sold in 4x420ml packs.
- Hot Mango Immunity Shots Cold-pressed immunity shot with orange, mango, ginger root, turmeric root, cayenne pepper, Vitamin C, and Vitamin D3 from seaweed. Supports immune system function for individual consumers.
- Power Greens Immunity Shots Cold-pressed greens shot with cucumber, pineapple, ginger root, spinach, chlorella, jalapeno, Vitamin C, and Vitamin D3 from seaweed. Provides natural immune support with a spicy kick.
- Honey Lemon Immunity Shots Cold-pressed immunity shot with ginger root, lemon, raw single-origin honey, Vitamin C, and Vitamin D3 from seaweed. Soothing wellness shot for consumers seeking immune support.
- Pick 'N' Mix Bundle Customizable bundle builder letting consumers create their own selection of 4-8 bottles from the full MOJU range, with up to 20% savings on 8-bottle orders.
- Variety Pack Pre-selected mix of 5x420ml bottles across the core MOJU range, offering variety without the need to customize.
- Vitality Pack Curated bundle of 4x420ml bottles focused on energy and daily vitality support products.
- Immunity Mix Bundle of 4x420ml bottles featuring MOJU's immunity-focused products with added vitamins.
- Office Shots (Bulk 60ml Packs) Bulk format of 24x60ml grab-and-go shots designed for workplace environments, sold to offices and workplaces as part of the Office & Workplace Subscription with a 15% discount and minimum 2-week shelf life guarantee.
- 60ML Shot Glasses 60ml dosing glasses for accurate daily serving measurement, sold in pairs for £8.50, with the first glass free on any 4x420ml bottle order via promo code FREESHOTGLASS.
- 350ML Hot Glass Double-walled glass mug for hot drinks, ideal for enjoying MOJU shots mixed with hot water, priced at £10.00.
- Subscribe & Save (Home) Recurring home delivery subscription for individual consumers offering 15% savings on all orders (20% on 8-bottle boxes), free shipping from £30, flexible delivery scheduling every 2, 4, 6, or 8 weeks, and the ability to skip, swap, or cancel anytime.
- Office & Workplace Subscription Bulk subscription service for workplaces and teams, delivering 60ml shots in packs of up to 6, with a 15% discount and exclusive subscriber perks for offices.
- Power Ups Loyalty Program Loyalty program where customers earn points (1 per pound spent) plus extra points for social media engagement and reviews, with rewards scaling from £5 off at 100 points up to £25 off at 500 points.
Quantifiable outcome
- Over 10,000 customer reviews with 4.8-4.9 star ratings
- +2 more outcomes
Companies that use MOJU
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
MOJU technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MOJU partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- LAFIC (London South Bank University)minorAcademic research partnership with London South Bank University's LAFIC (London Food Innovation Centre) exploring product development and nutrition research.
- 1% for the PlanetcoreMOJU became a founding member of 1% for the Planet in the UK in 2017, committing to donate 1% of annual sales to environmental impact causes. This partnership aligns with the company's B Corp certification and mission to minimize environmental impact while supporting communities.
- Peruvian Farming CooperativecoreFourth-generation farming cooperative growing and pressing produce in Peru's Selva Alta region. Supplies Super Roots (ginger and turmeric) with unique flavor and potency, and sources 75% of ingredients close to their press to lock in freshness and reduce food miles.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MOJU competitors and assessment
Company assessmentEmerging players
- Vive Organic: US-based functional wellness shot brand with cold-pressed ginger, turmeric, and immunity shots; comparable on product format and functional ingredient story, though US-focused.
- Suja Juice: US cold-pressed functional juice and shot brand with HPP processing; comparable production technology and clean-label positioning to MOJU's shot range.
- The Ginger People: Specialist ginger-based product company offering ginger shots, juices, and chews; directly comparable core ingredient focus with MOJU's ginger-led product range.
Broad incumbents
- Health-Ade Kombucha: Leading US functional kombucha brand with broad grocery distribution; competes with MOJU for health-conscious consumer share of stomach and similar functional beverage occasions.
- Innocent Drinks: Coca-Cola-owned UK smoothies and cold-pressed juice giant; broader portfolio but overlaps with MOJU on cold-pressed functional beverages and shares the same supermarket shelf in Tesco, Sainsbury's and Waitrose.
- Fever-Tree: UK-listed premium mixer and beverage brand with deep UK supermarket distribution and a premium positioning playbook similar to MOJU's; relevant as a scaled UK premium beverage peer benchmark.
Direct peers
- Plenish: UK cold-pressed juice, shots, and nut milk brand with strong natural and organic positioning, distributing through major UK grocers and DTC; directly comparable on product format and target consumer.
- The Turmeric Co. UK-based functional shot brand focused on turmeric shots and golden lattes; competes head-to-head with MOJU's turmeric and immunity shot lines in the same retail and DTC channels.
- The Press London: UK-based cold-pressed juice and shots brand offering functional shots (turmeric, ginger, immunity) in similar retail and DTC channels. Closest direct competitor to MOJU's core ginger and turmeric shot product.
- Remedy Drinks: UK/ANZ functional beverage brand offering kombucha and live-cultured shots targeting health-conscious consumers through supermarkets and DTC; competes for the same functional-shot shopper wallet and shelf space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MOJU social profiles
Digital presenceMOJU financial estimates
Financial estimateRevenue estimate
Valuation estimate
MOJU leadership team
Management profileNumber of profiles
Profiles2 records
MOJU funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MOJU M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MOJU
What does MOJU do?
MOJU produces and sells cold-pressed functional nutrition shots across six blends (Ginger, Turmeric, Extra Strength Ginger, Hot Mango Immunity, Power Greens Immunity, Honey Lemon Immunity) made with Peruvian super roots and preserved using High Pressure Processing. Products are sold in 420ml dosing bottles and 60ml grab-and-go formats through D2C e-commerce (with subscription options), wholesale to UK supermarkets, coffee shops, gyms, and an office/workplace bulk channel.
Is MOJU a public or private company?
MOJU is a private company. It is classified as venture growth investor backed and is currently operating.
When was MOJU founded?
MOJU was founded in 2015. It employs 11 to 50 people.
Where is MOJU based?
MOJU is headquartered in London, United Kingdom, in the Europe region.
How does MOJU make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are one-Time Product Sales, wholesale/Retail Distribution and office/Workplace Bulk Sales.
Who are MOJU's main competitors?
Emerging players on record are Vive Organic, Suja Juice and The Ginger People. Broad incumbents are Health-Ade Kombucha, Innocent Drinks and Fever-Tree. Direct peers are Plenish, The Turmeric Co., The Press London and Remedy Drinks.
Does MOJU have an API?
No public API is recorded for MOJU.
What industry is MOJU in?
MOJU's product category is Functional Beverages. Its primary akta.pro industry code is CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots), with a secondary code of CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 31211 and its SIC code is 2080.