The Calmer Co Gains Coles Ranging for FZZR Kava and Advances U.S. Retail Push
Coles backs Fiji Kava® FZZR™ as The Calmer Co. pushes into U.S. retail
The Calmer Co. International Limited (ASX: CCO), a consumer packaged goods company specialising in kava and natural products for relaxation and sleep support, has confirmed that Coles has accepted the ranging of a new Fiji Kava® FZZR™ product as part of its latest range review.
The development arrives as the Company simultaneously progresses its expansion into U.S. retail channels. Subject to final commercial and operational preparations, distribution of the FZZR™ product through Coles stores is currently expected to commence in October 2026.
When big ASX news breaks, our subscribers know first
What the FZZR™ format brings to the kava category
The new product utilises proprietary FZZR™ technology, a supplement delivery format that combines powders and effervescent granules into a single versatile experience. The format gives consumers three distinct ways to use the product.
- Drink: dissolve in water as a sparkling beverage
- Direct-to-mouth: consume directly for a fizzing sensation
- Chew: consume in chewable form
The Calmer Co. notes that FZZR™ technology has been recognised internationally for innovation within the complementary medicines industry. For investors, the relevance lies in reach: the Company believes the format’s convenience, portability and flavour accessibility could attract new consumers to the kava category, complementing its existing range of traditional kava products.
Founder & CEO Commentary
“The FZZR™ technology provides consumers with a highly convenient and enjoyable way to experience kava, while also broadening the accessibility of the category through flavour innovation and portability,” said Zane Yoshida, Founder & CEO.
Why the TGA complementary medicine pathway matters
In Australia, the FZZR™ product will be regulated as a complementary medicine under the Therapeutic Goods Administration (TGA) framework. A complementary medicine refers to a product such as a vitamin, mineral or herbal supplement that is assessed under a specific regulatory pathway separate from standard food rules.
This pathway carries commercial significance. It enables the use of standardised kava water extracts together with flavour innovation, including a Piña Colada flavour profile, that is not currently achievable under existing Australian food regulations for kava.
The result is a route to product differentiation. The regulatory framework provides a platform for future flavour and format innovation under the established Fiji Kava® brand, supporting demand for convenient, portable and non-pill wellness formats.
Category leadership at Coles and a 67% retail footprint
The Company’s existing Australian retail performance offers a proven blueprint for the new format. Fiji Kava® continues to perform strongly within the wellness retail category, with the Fiji Kava® 150g and 50g instant powder products currently ranked No.1 and No.3 respectively within the national “Stress” category across Coles stores.
The Calmer Co. is now distributed through both Coles and Woolworths, which collectively represent approximately 67% of Australia’s grocery retail footprint. The Company believes this validates growing mainstream consumer acceptance of kava-based wellness products and demonstrates the scalability of the category within modern retail environments.
| Metric | Detail | Why It Matters |
|---|---|---|
| Coles Stress category rank (150g) | No.1 | Category leadership in a major national retailer |
| Coles Stress category rank (50g) | No.3 | Multiple products ranking near the top of the category |
| Combined grocery footprint | ~67% (Coles + Woolworths) | Broad access across Australia’s grocery retail market |
| FZZR™ Coles launch | October 2026 | Expected commencement, subject to final preparations |
Taking Fiji Kava® to the U.S. retail market
The Calmer Co. views its U.S. retail expansion as a natural progression of its growth strategy, building on its established Australian retail position and its presence on Amazon USA. The Company believes innovative formats such as Fiji Kava® FZZR™ align with evolving U.S. consumer trends toward convenient, portable and non-traditional supplement delivery systems.
Three foundations underpin the U.S. push:
-
Based on internal analysis of Amazon category sales data, the Company estimates it currently accounts for approximately 10% of kava product sales on Amazon USA.
-
The Calmer Co. has appointed VDriven, described as a leading U.S. natural products brokerage, to support retail expansion across natural, organic and specialty retail channels.
-
Recent industry research indicated that approximately 10.7% of U.S. adults surveyed reported consuming kava within the past year, highlighting growing category awareness.
FDA regulatory clarity on kava products has materially de-risked the U.S. retail expansion case, with the agency’s position enabling mainstream physical retail distribution in a market where an estimated 21 million Americans already consume kava.
The Company believes its existing consumer traction and brand awareness on Amazon provides a foundation for expansion into physical retail channels across the United States. The Amazon market share figure is a Company estimate, and the consumption statistic is drawn from third-party industry research rather than Company data.
The U.S. kava supply agreement secured earlier in FY26, a contracted minimum of AU$1.58 million over 24 months with anticipated annual revenue of $2 million, illustrates the B2B ingredient demand underpinning the same market the Company is now targeting through retail channels.
The next major ASX story will hit our subscribers first
What’s next for The Calmer Co.
The near-term roadmap centres on the expected commencement of Fiji Kava® FZZR™ distribution through Coles in October 2026, subject to final commercial and operational preparations. Alongside this, the Company plans continued innovation across the Fiji Kava® platform and an ongoing U.S. retail rollout supported by VDriven.
The FZZR™ format is positioned as a platform for future flavour and format innovation under the Fiji Kava® brand. Management views international expansion across both e-commerce and retail channels as the long-term growth driver for the category.
Don’t Miss the Next Consumer Staples Winner on the ASX
Big News Blast delivers FREE breaking ASX news straight to your inbox within minutes of release, complete with in-depth analysis already done for you. Over 20,000 active subscribers rely on it to stay ahead of market-moving announcements across Consumer, Healthcare, Tech and more. Click the “Free Alerts” button at StockWire X to get started today.