Australian-Fijian medicinal kava health and wellness company Fiji Kava Ltd (ASX: FIJ) has welcomed news that its 50g Drinking Kava product will be ranged in more than 700 Coles stores across all states in Australia, excluding the Northern Territory.
Australia announced a pilot importation programme for drinking kava in December 2021, and the product can now legally be sold for the first time in almost 15 years.
Drinking kava is the traditional kava format used widely around the Pacific as a recreational beverage.
CEO, Anthony Noble, said Fiji Kava Ltd is the only foreign company licensed by the Fijian Government to operate in the kava industry.
National distribution of our Drinking Kava through Coles is a critical step forward to increase the availability of Noble Fijian Kava for Australian consumers,” Mr Noble said.
“Fiji Kava’s range of complementary medicine products has been on sales through Coles for the last 20 months, and we have invested in making consumers aware of the health benefits of these products for sleep, stress relief and muscle relaxation.
“We believe this new product format will allow more consumers to experience kava at an extremely competitive price point.
“In the USA market drinking kava sales significantly outstrip capsule and tablet sales and there is no reason to think that in Australia a similarly strong demand will be seen.
“Our products are all produced utilising Good Manufacturing Practices in HACCP accredited facilities and only utilising the safest and most effective subset of Noble Fijian Kava varieties. This ensures our products are entirely safe and deliver reliable benefits to consumers.”
