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UK functional juice shot brand Moju has added a new Elderberry blend to its Immunity range, available at Sainsbury’s now and launching into Waitrose on 11 November.

The new berry-led blend combines black elderberries with fresh root Peruvian ginger and strawberry, delivering what the brand describes as a ‘fruitier shot with a gentle ginger kick’. It hits a two out of five on Moju’s ‘spice-o-meter,’ designed to provide a milder take on the brand’s signature ginger shot.

Moju noted that elderberry is traditionally associated with the colder months, often used in syrups, supplements and cold weather remedies. From the same plant as the more familiar elderflower, it is the darker fruit with a bold flavour profile and is naturally high in vitamin C. The brand aims to give the ingredient a ‘fresh twist’ by bringing it into the chilled aisle in a convenient, everyday format.

The new blend is available in a 420ml dosing bottle format, containing seven 60ml servings. Each serving also contains the NHS-recommended daily intake of vitamin D3 from seaweed for added immune support.

The launch comes as NielsenIQ data shows the UK functional shots category has reached £105.3 million in value, delivering a 47% compound annual growth rate over the past three years.

Alongside the new blend, Moju is launching a new 720ml ‘XL Doser’ version of its existing seven-shot format for its Ginger variant, packing 12 60ml servings into one bottle.

The brand said the bigger bottle, priced at £7.99, is designed for established daily routines and households with multiple ginger shot drinkers. It responds to Worldpanel by Numerator data finding that Moju shoppers purchase 50% more volume per trip than the wider shots category.

Rich Goldsmith, CEO and co-founder at Moju, said: “Elderberry felt like a natural next step for our Immunity range, taking an ingredient traditionally associated with sugary syrups and supplements and bringing it into a fresh, lower-sugar format”.

“At the same time, the XL Dosing Bottle gives households who already love their daily Moju more shots in the fridge and even better value per serve. As people continue to think carefully about what they want to spend their money on, it’s about making that daily Moju ritual work a little harder for them too.”