US: Kava "anti-energy" drink hits US
A new soft drink, marketed as the World's first "anti-energy drink" is now available in the US.
Malava Beverages announced yesterday (21 December) that Malava Relax, a juice drink enhanced with a herbal root called Kava, is on sale in California and Texas.
The drink came about after founder Steve Schneider tried a drink made from Kava root in Fiji. The relaxing sensation prompted Schneider to team up with Ray Maher, who had a hand in the launch of Snapple, to experiment with different flavours to make a Kava-based beverage.
"We decided to launch Malava Relax because the US beverage business is growing dramatically, and we saw an enormous opportunity to launch a Kava-based category in this market," said Schneider. The drink provides a sense of calm and clarity without loss of focus, Schneider claimed.
Malava Relax is available in orange-mango, pink lemonade and caffeine-free brewed black tea flavours. Malava Relax Lite, sweetened with sucralose, is available in cranberry-grapefruit, sangria and orange citrus. The drinks will retail at US$1.89 for a 16.9 oz. Bottle.
Schneider is hoping to increase coverage of the drink in the US, particulalry in south-western states and New York.
In the wake of a scandal in Australia and New Zealand where GlaxoSmithKline (GSK) was fined for misrepresenting the Vitamin C level of its Ribena brand, Graham Neale, general manager at Nutritional He...
The expanding functional soft drinks market will continue to offer opportunities for smaller companies but, writes Helen Lewis, the growth potential has attracted major drinks corporations who are exp...
Function Drinks has added three new drinks to its current line....
Who's Your Daddy has signed a distribution agreement with Seven-Up Bottling for its line of energy drinks....
Energy drink producer Who's Your Daddy has added Tony Seery, formerly San Diego area trade development manager for the Hansen Beverage Company, to its sales team....
Hansen Natural Corporation has received an additional Nasdaq Staff Determination letter, stating it was not in compliance with the filing requirements for continued listing under Nasdaq regulations....
Del Monte Foods is branching into the energy drink sector in the US....
Redux Beverages has chosen an ironic new name for its controversially-titled energy drink....
- Comment - Another One Bites Bacardi's Dust
- The End of the Road for International Beer Brands?
- just The Preview - Pernod Ricard's Q4 & FY
- Pernod Ricard's FY Performance by Region, Brand
- Comment - Hybrid Spirits: Innovation or Laziness?
- Mast-Jägermeister targets UK off-trade boost
- Pernod bemoans tough FY as sales, profits drop
- Bacardi announces CFO switch
- SABMiller exec to become CFO at Beam Suntory
- Brown-Forman unveils Jack Daniel's UK push