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  • The Calmer Co (ASX:CCO) wins a landmark contract with Coles
  • For the first time ready to drink kava products will be available nationally on supermarkets’ shelves
  • The Calmer Co is bullish on kava’s reported calming effects
  • The contract largely underscores the supportive view of the demand
  • Shares last traded at 0.6 cents

The Calmer Co (ASX:CCO) will be the first company to offer ready-to-drink kava products to the Australian market.

This comes through a landmark deal with Coles (ASX:COL), one-half of Australia’s effective supermarket duopoly.

CCO’s Taki Mai kava shot and FijiKava 150g health drink products will be available on the shelves come January 2024.

Taki Mai for 500-store rollout

More than 500 Coles locations will stock the product with The Calmer Co seeing itself as entering the low-or-no-alcohol ‘alternatives market’.

The Calmer Co is hoping that its Taki Mai shot with only two ingredients, five calories, and high potassium is a natural source of appeal for health-conscious shoppers.

Its larger 150g FijiKava Noble kava drink line will be available in some 300 stores. Its Taki Mai shot will receive a larger distribution run.

A look at the branding for the Taki Mai shot product. Source: CCO

Amazon.com bestseller

But that doesn’t necessarily mean FijiKava hasn’t got a lot going for it – The Calmer Co reports it’s the best-selling kava product on Jeff Bezos’s Amazon.

“Working together we have been able to make kava, which is an extremely culturally important drink for those who hail from the Pacific Islands, more readily available to all Australian consumers,’ CCO CEO Anthony Noble said of the new deal with Coles.

“The addition of the 150g Drinking kava to the range at selected Coles locations will further allow kava drinkers to get a great product at a competitive price as part of their weekly shop.”

Mr Noble went so far as to describe the 150g kava drink product as the company’s “global hero”.

CCO shares last traded at 0.6 cents.

CCO by the numbers
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