South London-based fermentary MOMO Kombucha has extended its seasonal collaboration range with the introduction of Amadora’s Passion Fruit Kombucha.
Developed with fresh produce specialist Natoora, the Soil Association-certified organic drink will enter major retail channels on 30 September. Priced at £4.50 for a 330ml glass bottle, it will be sold through GAIL’s Bakery, Selfridges, Whole Foods Market, Ocado, Planet Organic, Zapp, Natoora, and MOMO’s online store.
Innovative sourcing and harvesting
The new kombucha reflects changing food and beverage industry trends, particularly the growing focus on responsible sourcing and origin transparency. Natoora sources the passion fruit from Amadora, a fourth-generation female farmer based in Mairena del Alcor, Seville.
Instead of picking the fruit before it reaches maturity to withstand long-distance transport, the farm places nets beneath the vines. This allows ripe passion fruit to fall naturally, creating a lower-impact harvesting process while preserving its full flavour potential.
As a result, the fruit offers less acidity, greater natural sweetness, and a more pronounced aromatic character. MOMO incorporates it into a living, unpasteurised kombucha brewed with a dual-tea base made from organic Sencha and Assam loose-leaf teas. The approach reflects wider food manufacturing trends and advances in food processing technology that prioritise flavour, authenticity, and minimal intervention.
Premium market strategy
The launch responds to two important developments in the premium soft drinks market: demand for highly seasonal products and increasing scrutiny of supply chains. Passion fruit has two limited harvest periods each year, running from December to March and from July to August, so careful coordination across production and distribution is essential. These considerations align with broader food distribution trends and evolving food and drink consumer trends.
The product also supports Natoora’s Farm Fund, with sales contributing directly to the initiative, which helps develop the next generation of sustainable farmers. The collaboration demonstrates how food and drink sustainability can support commercial growth while strengthening producer relationships.
Amadora’s Passion Fruit Kombucha follows MOMO’s earlier seasonal partnerships across multiple categories, including collaborations with coffee roasters, craft breweries, and fashion brands. Through carefully limited releases, the Brixton brewery continues to build awareness, encourage food and drink industry innovation, and reinforce its premium positioning. The launch also reflects wider developments in food and drink regulations, food and drink packaging, and food and drink marketing, where provenance and purpose increasingly shape purchasing decisions.
