MoGu MoGu

When Coskun Gungor first tasted MoGu MoGu at a trade fair, he knew immediately: this would be a success in the Netherlands. He pushed through and became the first to bring the Thai drink to Europe. Success followed. MoGu MoGu is now on the shelves of many supermarkets and is also available via Frisdrank.com. Read more here about the success of this drink with real fruit pieces.

ODD ONE OUT

MoGu MoGu is the odd one out in the soft drinks world. An odd one with a bite, to be precise. What makes it distinctive are the pieces of fruit pulp that give the drink real body. It’s no coincidence the slogan is Gotta chew! “MoGu MoGu gives you the feeling of both eating and drinking,” says Coskun. “There’s fruit pulp in it, small pieces of coconut.”

PEOPLE THOUGHT IT WAS STRANGE

“In the beginning, we really had to explain it beforehand, otherwise people found it strange. When I let my father taste a sample, he spat it out and said, ‘this isn’t a drink, no one is going to drink this.’ Luckily, my mother was a bit more forgiving and said, ‘just go for it, maybe it’ll become something.’” And it did.

After success comes innovation. Keep moving.

Maurice Konings, Founder

WITH REAL PIECES

Still, success didn’t come out of nowhere. Coskun worked hard for it. “In the beginning, we drove around in a sort of Caddy, visiting shops to promote MoGu MoGu. We felt the market was craving something new, and we had it in our hands.” The distinctive texture did mean they had to share some context with the product. “When we first exhibited at a trade fair, at the RAI in Amsterdam, we had to explain with every sample that there were pieces in it. Because when you tell people beforehand, they drink it differently. Otherwise, they automatically think it’s unpleasant. But when you explain it, they drink carefully and love it. The same goes for children, we tell them there are little candies inside.”

STRIVING TO BECOME THE NORM

For now, the Thai treat is mainly found in toko’s and ethnic stores. It also sells well in tobacconists and late-night convenience shops. All nine flavours, from mango to melon, blackcurrant to passion fruit. “It’s a bit of my lucky product, my baby,” says Coskun. At the moment, he’s focusing on wholesalers, with pilot locations from Groningen to Maastricht. The next step? “Supermarkets. We’re already in 70% of supermarkets, often still in the exotic aisles. Our goal is to be placed among regular soft drinks, something that has already been achieved at Frisdrank.com.”