Noble kava seedlings. Source: Fiji Kava
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  • Fiji Kava (FIJ) is set to launch its new range of kava-infused dietary shots in the United States Vitamin Shoppe stores from April 2023
  • According to FIJ, Vitamin Shoppe is the leading American retailer of nutritional supplements, with annual revenue of over US$1 billion (A$1.5 billion)
  • The company will sell the dietary shots under the ‘Leilo’ brand through its subsidiary, The Calmer Co
  • Fiji Kava says there is currently no end date or minimum order quantity for the products, meaning the financial impact of the upcoming US launch is “not possible to determine”
  • Shares in Fiji Kava are up 11.1 per cent to 2 cents at 3:51 pm AEDT

Health and wellness specialist Fiji Kava (FIJ) is set to launch its new range of kava-infused dietary shots in the United States early next year.

The company today announced it would begin selling its ‘Leilo’-branded product, which contains an extract of Noble Fijian Kava, in US Vitamin Shoppe stores from April 2023.

According to Fiji Kava, Vitamin Shoppe is the leading American retailer of nutritional supplements, with annual revenue of over US$1 billion (A$1.5 billion).

FIJ CEO Anthony Noble said ‘ready-to-drink’ formats of functional beverages were a key focus for the company.

“This format is extremely popular in the United States and provides consumers the functional benefits of noble kava in a convenient ready-to-drink shot, which is key to unlocking consumption in the mass market,” Mr Noble said.

The Leilo dietary shots, to be sold by FIJ’s US subsidiary, The Calmer Co, contain all-natural ingredients with no sugar or fat and only 10 calories per serving.

The product contains both kava and an amino acid known as L-theanine, which together are designed to calm the body and mind without inducing drowsiness.

Fiji Kava said there was no end date or minimum order quantity agreed upon between Vitamin Shoppe and The Calmer Co, meaning the financial impact of the upcoming US launch was “not possible to determine”.

In any case, the company said the global functional shots market was expected to reach $1.4 billion by 2027, with a forecast compound annual growth rate of 16 per cent over the next five years.

Shares in Fiji Kava were up 11.1 per cent to 2 cents at 3:51 pm AEDT.

FIJ by the numbers
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