Kombucha brand Mojo has ceased operations and has shut down its factory in Willunga and the brand will disappear from the market once existing stocks are sold.
The company announced on social media that its products, Activated Kombucha, Kombucha Soda, and Gun Shots, will no longer be available for purchase, and it will fulfil remaining orders by the end of November.
Just last year, the label had a major rebrand and expanded into new flavours in July – so the sudden shutdown of operations came as a surprise to many.
“This has been a fantastic journey and would not have been possible without you, our loyal drinkers. We thank you for all your support over the last 12 years,” said the company.
Fans of the kombucha brand were devastated upon discovering the announcement, saying, “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).
”Sooooo, purchased by a multi-national just to get rid of competition,” remarked Julia Hilton on the brand’s Facebook post.
Established in 2010 by co-founders Anthony and Sarah Crabb, Mojo is a low-sugar, naturally-fermented, live-culture, organic drink made from real fruit.
It grew into one of the country’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.
“This partnership ensures we have the support and resources to keep the same people making the same products in the same place whilst allowing healthier beverages to be found in more fridges. In short, more of what we do best!” the founders said after the acquisition.
A representative for Coca-Cola told Food & Drink Business the decision followed a strategic review of Organic & Raw.
“As we continue to streamline our line-up of drinks and prioritise fewer brands with the greatest potential for scale,” said the spokesperson. “We have made the difficult decision that the Organic & Raw business in Australia will cease operating at the end of 2022.”
Inside FMCG reached out to the brand for a statement but it declined to comment.
However, in a letter to staff seen by Inside FMCG, the company 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.
“This has been a fantastic journey and would not have been possible without you, our loyal drinkers. We thank you all for your support over the last 12 years,” said the company as it bade its final farewell.
Mojo juice, which is not produced by Organic & Raw, will continue to be available.
