Kava is a plant from the pepper family, which roots contain high concentrations of kavalactone active compounds, giving these multiple properties including calming and relaxation.
Although this is consumed as a traditional drink in the Fiji islands, from a food regulatory and safety perspective kava has faced hurdles in multiple markets as high doses can be intoxicating in the same way that alcohol might be intoxicating.
“The regulatory recognition has had very strong bearing on our marketing strategies in Asia although we see great potential in this market,” The Calmer Co CEO Anthony Noble told FoodNavigator-Asia in the most recent edition of our Food and Beverage Trailblazers podcast.
“Singapore for example does not allow kava, but we can sell in China, Hong Kong, Thailand, the United States, the Pacific Islands, Australia and so on – it has just been a process of educating consumers about what kava is, how to use it and how it is a safe alternative to alcohol.
“So in markets where we can sell, we really do see kava and kava-based drinks as effectively being a second generation category of low-to-no alcohol drinks.
“Obviously the first generation was just wine, beer and spirits substitutes with the alcohol removed or just not including alcohol, but this is different as kava is a product being included into the drink as a relaxing alcohol alternative which also does have some therapeutic benefits.
“These include relaxation via an active pharmaceutical ingredient that it naturally contains, which gives the functional benefits of reducing anxiety and helping people to sleep better.”
Because of kava’s intoxicating properties, for a long time it was considered a safer option to consume this in a nutraceutical format i.e. as capsules, but The Calmer Co has been steadfast in its goal of commercialising this as a functional beverage.
“I like to say that we’ve sort of brought kava back to its roots here, no pun intended, as it is now back to being a more modernised form of functional drink with us, from a primarily nutraceutical format previously,” he said.
“We did a lot of experimentation with the marketing for this, and realised that the way that really resonated with consumers was making the comparison between kava and alcohol, in a way it could be used in everyday life.
“This has been particularly so in the Australian market, where particularly the usage occasion of relaxing with a drink at the end of the day has really caught on as people are looking for a drink that’s a bit healthier than alcohol in their hand.
“Going down the beverage path has also been very important in terms of the price point, as beverage-type products are obviously less processed and more accessible for consumers in terms of price and also moves them away from the association of popping a pill to relax.”
Listen to the podcast above to find out more.
