MOJU, a high growth functional shots firm, has announced the closing of a multi-million-pound funding round led by Danone Manifesto Ventures (DMV), with participation from existing and new investors, including professional footballer and shareholder of Forest Green Rovers Football Club (the greenest football club in the world) Hector Bellerin, Dave Nolan and Kevin Glynn founders of prominent DTC brand Butternut Box, Tom Carroll ex COO of Graze and Roger Hassan ex COO of Hello Fresh.
MOJU set out to change the way people power their active and busy lives. By providing alternatives to refreshment led formats that are heavily compromised by sugar and artificial ingredients. The company takes a food first approach to supplementation, having introduced a new format of consumption in functional shots, that focuses on nutrient density and preserving the integrity of plant-based ingredients through innovative production methods.
This is DMV’s first UK-based investment. There is huge potential in the UK market for specialist founder-centric investors to support start-up and scale-up businesses at series A and beyond, so this investment is a very positive signal for the wider UK FMCG market and brand owners.
“We’ve built MOJU from a kitchen table to trailblazing the insurgent functional shots category that’s been in high double-digit growth year on year since 2016. We focus on a harmonized channel approach, using retail and subscription Direct to Consumer to meet the ever-evolving needs of consumers seeking to optimise their health, wellbeing and performance.
Rich Goldsmith, MOJU Co-founder and CEO said: “The growth of MOJU has been the result of our focus on a purposeful brand and products that deliver an impactful and memorable experience whilst staying true to our roots of powerful natural ingredients and uncompromising standards of quality.
“We have built a strong relationship with the DMV team over the last 12 months, they are good people whose intentions go beyond just deploying capital and maximising financial return. Their values closely align with ours and it became clear that they, alongside our group of strategic angels, are the right investors and partners to help us continue to break new ground and fearlessly deliver on the vision and mission of the company.”