Nearly 600 Coles supermarkets have been selling the range since last month. The range of new products is also available on Coles online.
The new range are all noble kava in the form of vegan capsules catering to three different functional needs, namely aiding sleep, inducing mind relaxation, and relieving muscle cramps. They are sold at AUD$30 (US$21) for a 30-capsule bottle.
The bioactive ingredient is kavalactones, present at 30mg per capsule.
The firm sources its noble kava from Fiji, which it has identified as the best in producing calming and soothing effects.
Prior to this particular launch, Fiji Kava only sells its noble kava extract capsules in Australia, with the product available in over 800 Coles supermarkets, Coles online, and Mr Vitamins.
In Q3 FY20, the firm saw a 491% growth from the same period last year in its revenue which it said reflected a growing demand for the noble kava.
With an extended product presence in Coles, Australia is expected to overtake Fiji as the firm’s biggest market.
In Fiji, its products are also available across 100 retail and convenience stores.
“This is a significant milestone in Fiji Kava’s journey to increase our retail distribution and make our products available to six million Australian households who shop at Coles, which will be supported by a strong investment in trade promotional and social media marketing activities,” founder and CEO Zane Yoshida said.
Fiji Kava is also venturing into China after signing an MoU with China’s pharmaceutical supplier PMM Company Limited.
The partnership will enable it to supply its products to the Chinese complementary medicine, personal care, and pharma industries.
The firm is also exploring cross-border e-commerce and daigou networks for the distribution of its products.
“As we continue to focus on growing the availability of our ‘noble kava’, we cannot ignore that China’s AUD$31bn (US$21bn) vitamin and supplements market represents a considerable opportunity for Fiji Kava,” chairman Dr Andrew Kelly said.
In New Zealand, it is planning for greater instore presence in Unichem and Life Pharmacy by ramping up promotional and marketing support during this quarter.
As for new product development, it will explore options such as dietary shots and functional tea.
However, it added that the product availability would be subjected to regulatory approval in different countries.