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The Coca-Cola Co. has acquired Australia-based kombucha maker Organic & Raw Trading Co., makers of the MOJO brand of kombucha drinks. The deal marks the first time Coca-Cola has acquired full ownership of a brand in the kombucha category.
According to Coca-Cola, kombucha is the fastest-growing beverage category in Australia. Organic & Raw was co-founded by Anthony Crabb, who perfected his handmade, fermented drink in his home in 2010. Since then, the company has grown rapidly, using the highest-quality organic ingredients, including real fruit. Its biggest seller is Mojo Crafted Kombucha, a low-sugar, naturally fermented, live-culture, organic drink. Crabb and marketing director Andrew Buttery will remain in their current roles.
The president of Coca-Cola Australia says Coca-Cola's goal is to bring MOJO to more Australians by making it available in more places across the country. He adds that Coca-Cola Australia can take a leading role in helping The Coca-Cola Co. in the still-emerging, premium-probiotic kombucha category. MOJO will also play an important part in helping Coca-Cola meet its commitment to reduce sugar by 20 percent by 2025 as well as its sustainability commitments through its recyclable glass bottles.
Related: Coca-Cola Considering Cannabis-Infused Beverages; Functional Beverages Attract Sales, Investor Attention.
from Specialty Food News https://ift.tt/2QI6CTf
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