THE ULTIMATE FUNCTIONAL BEVERAGE

THE ULTIMATE FUNCTIONAL BEVERAGE

June 20, 2019

SHOJO Turmeric Tonic… defining the functional shot category in Australia!

SHOJO Turmeric Tonic is the latest entrant to the emerging functional shot market in Australia. SHOJO packs a punch with curcumin, the active ingredient in turmeric, B-group vitamins and vitamin C - functional ingredients known for their anti-inflammatory and fatigue fighting properties. Sold in a convenient 100ml recyclable glass pack, the product is well positioned to cater to growing demand from health and environmentally conscious consumers.


Functional beverages are defined as non-alcoholic drinks that provide specific health benefits and contain non-traditional ingredients such as minerals, vitamins, amino acids or added raw fruits.

The category is currently the fastest emerging growth segment in the USA, valued at $US26.2 billion, forecast to increase 6.5% annually: ‘Demand from millennials, rising health care, wellness awareness and busy lifestyles have led to the growing demand for convenience beverages. These factors along with the idea of “healthiness-on-the-go” have led to a surge in demand for health associated functional drinks and beverages’

In contrast, Australia’s functional shot category barely exists, presenting a rare opportunity for a truly new category that can deliver high value, incremental sales for retailers.

SHOJO Turmeric Tonic has widespread appeal; turmeric is the ingredient of choice amongst consumers looking for a ‘better for me’ solution to kick start the day. SHOJO is popular amongst 25-35 year old males and females interested in health and wellness, from active leisure to health conscious tradies and gym goers.

SHOJO Turmeric Tonic is the first in a range of functional shots from Rogue Beverages that will support consumer wellness needs such as healthy liver function, balanced blood sugar cholesterol levels and bowel health.