Wellness company, The Calmer Co, is celebrating a new deal with supermarket giant Coles that will see the introduction of its Kava products onto supermarket shelves.
The deal will see Coles stock Fiji Kava-branded products. It comes as Calmer continues to expand through the US.
“We are extremely pleased to see Coles support the planned launch of this innovative new Fiji Kava format as part of its latest range review,” said Zane Yoshida, founder and CEO of Calmer.
“The continued strong performance of our existing Fiji Kava products within the Coles wellness category demonstrates increasing consumer acceptance of kava-based products in Australia.
“Having now successfully penetrated Australia’s two largest supermarket retailers, Coles and Woolworths, we believe we have demonstrated growing mainstream acceptance of kava-based wellness products and validated the scalability of the category within modern retail environments.”
In the US, Yoshida said analysis of its sales performance on Amazon’s platform shows that it currently accounts for around 10 per cent of all Kava sales on Amazon US.
He added that expansion through the US is a “natural progression” of the company’s ongoing growth strategy.
“We believe we are well positioned to continue expanding the accessibility of kava-based wellness products internationally,” he said.
