Calmer Co (ASX:CCO) stretches out Kava presence with Coles ranging rise

The Calmer Co has expanded the ranging of its kava-based wellness and alcohol alternative products from 1563 listings in Coles supermarkets to 2183, marking a 40 per cent increase across the Australian supermarket chain,

The Fiji Kava Instant Kava product which has been Coles-listed since 2022 will now be in 799 locations, while the newer Tako Mai Kava Shots have shown quick adoption and will now be present in 752 stores after a 38% jump.

And Calmer Co’s Instant Kava product, notably its most profitable and global bestseller stock keeping unit (SKU) will now be stocked across 632 locales after a 90% ranging rise.

While digital sales have been the Brisbane-based company’s main growth driver, recently leaping by 45 per cent in June to a monthly total of $495,000, brick-and-mortar sales have been consistently building in parallel.

Calmer Co Chief Executive Anthony Noble said the bottom line was that more products will be stocked by more stores across the Coles national supermarket network.

“The strong sales growth at Coles demonstrates that kava is now a broader and growing health trend in Australia,” Noble said.

“We are very excited that Coles has elected to significantly expand the ranging of our products. We are particularly optimistic about the potential uplift in sales value from the introduction of our 150g into 90% more stores.

“This SKU is our most profitable and bestselling product globally and is driving eCommerce growth in Australia and the USA.”

Noble added that in support of expanded ranging, the company would be running a pilot, out-of-home Coles-focused advertising campaign in New South Wales to increase product awareness and highlight its location and weekly specials across the range.

Fast-improving sales recently led the Calmer Co to a $2 million dollar placement to scale up operations which closed heavily oversubscribed, spurring another $880k raising to take in the excess demand.

It left the Australian kava first mover with cash in the bank to upgrade its processing facility in Fiji and continue to stock the warehouses and make marketing investments to build its presence across Australia and the US.

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