Asian soft drinks brand Mogu Mogu has extended into iced tea, adding a duo of flavours featuring its signature chewy nata de coco pieces.
Bottles in Peach and Lemon have landed across wholesale and convenience (rsp: £1.59/450ml) – mirroring the rollout of Mogu Mogu’s core soft drinks, which debuted in independent retail but are now stocked in over 1,000 supermarkets including Asda, Morrisons and Sainsbury’s stores.
They were “designed to unlock incremental growth by attracting a younger, more engaged consumer base into iced tea”, Mogu Mogu supplier Asco Foods said.
“The iced tea category is well established, but it has lacked genuine innovation in recent years,” says Marcel Aerts, head of marketing at Asco Foods. “With Mogu Mogu Iced Tea, we are introducing a format that brings something new to the fixture.
“By combining great-tasting iced tea & real fruit juice with our nata de coco pieces, we are offering consumers an experience that’s fun, refreshing, engaging and distinct from the competition.”
The rollout of Mogu Mogu Iced Tea will be supported by a social-first campaign alongside a partnership with dance group diversity. Mogu Mogu has joined forces with the former Britain’s Got Talent group, acting as an official sponsor of its Soul Tour.
“Social media has always been at the heart of how Mogu Mogu connects with its consumers,” said Aerts. “By combining that with experiential activity such as the Diversity tour, we are able to bring the brand to life in a way that resonates with our core audience and builds long-term engagement.”
The NPD comes after Mogu Mogu sales fell by 13.9% to £12.2m last year, on volumes that slid 9.8% [NIQ 52 we 6 September 2025].
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