Coca-Cola enters kombucha category with acquisition of Organic and Raw Trading Co
It is the first time Coca-Cola has acquired full ownership of a brand in the kombucha category, which is the fastest-growing beverage sector in Australia.
Organic & Raw Trading Co was founded in 2010 and its biggest selling kombucha is its MOJO brand, which is sold in 4,000 outlets across Australia including Woolworths, Aldi, Costco, Foodland and IGA.
The company considers itself as a pioneer in the Australian kombucha category, with co-founder Anthony Crabb being introduced to the beverage by a well-travelled friend. Once he had perfected his brew, Anthony and his wife Sarah started sales at their local farmers markets, before growing sales across the country.
The company now has three sparkling probiotic ranges: MOJO Classic Kombucha; MOJO Crafted Kombucha and MOJO Tonic.
Following the acquisition, co-founder and CEO Anthony Crabb and sales and marketing director Andrew Buttery will remain in their current roles with Organic & Raw Trading Co.
Vamsi Mohan, president, Coca-Cola Australia, says that MOJO fits with Australians’ demand for low sugar drinks with functional benefits such as gut health.
“With this acquisition, Coca-Cola Australia can take a leading role in helping The Coca-Cola Company in the still-emerging, premium-probiotic kombucha category,” he said.
The value of the transaction has not been disclosed.