Fiji Kava’s (ASX:FIJ) Drinking Kava to hit Coles shelves nationally

• Fiji Kava (FIJ) is set to see its Drinking Kava product stocked in more than 700 Coles stores across Australia
• Fiji Kava’s 50 gram product will be ranged in all states, excluding the Northern Territory
• This follows Australia’s pilot importation program for Drinking Kava, which allows the product to be legally sold for the first time in almost 15 years
• The company says national distribution of its Drinking Kava through Coles is a critical step forward to increase the availability of Noble Fijian Kava for Australian consumers
• Fiji Kava shares are up 4.92 per cent to trade at 6.4 cents

Medicinal kava health and wellness company Fiji Kava (FIJ) is set to see its Drinking Kava product stocked in more than 700 Coles stores across Australia.

Fiji Kava produces natural ‘noble kava’ products for the complementary and alternative medicine market. Fiji Kava has established a supply chain of noble kava via its kava tissue culture laboratory and 111-acre nucleus farm in Levuka, on the island of Ovalau, Fiji.

Fiji Kava’s 50-gram product will be ranged in all states, excluding the Northern Territory.

This follows Australia’s pilot importation program for Drinking Kava in December 2021, allowing the product to be legally 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. Fiji Kava 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,” Fiji Kava CEO, Anthony 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.”

The company said Drinking Kava sales in the US market significantly outstrip capsule and tablet sales. As such, it believes Australia will have a similarly strong demand.

“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,” said Anthony Noble.

“This ensures our products are entirely safe and deliver reliable benefits to consumers.”

Fiji Kava shares were up 4.92 per cent to trade at 6.4 cents at 1:26 pm AEDT.