FDA’s Food Classification Sparks Surge for The Calmer Co’s Kava Brands
The FDA’s recent ruling classifying traditionally prepared kava beverages as food under U.S. law clears a major regulatory hurdle for The Calmer Co, accelerating its growth on Amazon and strengthening its U.S. expansion strategy.
- FDA officially classifies traditional kava beverages as food in the U.S.
- The Calmer Co’s dual-category portfolio benefits from clear regulatory pathways
- Fiji Kava and Taki Mai brands show exceptional year-on-year growth on Amazon USA
- Company’s Fiji manufacturing facility meets stringent FDA cGMP standards
- FDA ruling unlocks new retail and B2B opportunities in the U.S. market
FDA Clarifies Kava’s Legal Status
In a landmark announcement on December 23, 2025, the U.S. Food and Drug Administration (FDA) confirmed that traditionally prepared kava beverages; made solely from kava root and water; are officially classified as food under federal law. This regulatory clarity removes a significant barrier for The Calmer Co. International Limited (ASX, CCO), a leading player in the natural relaxation and healthier alcohol alternative space, particularly in the U.S. market.
The FDA’s decision provides immediate legal certainty for the global kava industry and directly benefits The Calmer Co’s portfolio by distinctly categorizing its traditional kava drinks as food products. Meanwhile, its tinctures, capsules, and flavoured Taki Mai kava shots continue to be regulated as dietary supplements, maintaining their existing market positioning.
Dual-Category Strategy Strengthens Market Position
This dual-category approach; spanning both food and dietary supplements; is a rare competitive advantage that The Calmer Co has cultivated through its vertically integrated supply chain. Its Fiji manufacturing facility is FDA registered and audited, complying with the rigorous current Good Manufacturing Practice (cGMP) standards required for U.S. dietary supplements. This compliance not only reassures regulators but also bolsters consumer confidence in product quality and safety.
Founder and CEO Zane Yoshida highlighted the strategic significance of the FDA ruling, noting that it validates the company’s approach and unlocks new growth avenues across retail, eCommerce, and business-to-business partnerships. With over 21 million Americans consuming kava, the timing could not be better for The Calmer Co to capitalize on expanding demand.
Amazon Sales Reflect Momentum
The FDA announcement coincides with impressive sales momentum on Amazon USA, where The Calmer Co’s flagship Fiji Kava and Taki Mai brands have delivered exceptional year-on-year growth. Fiji Kava’s 150g Instant Kava remains the top-selling branded instant kava product on the platform, with a 565% increase in organic search visibility and a 45% rise in sales share. Even more striking, Taki Mai’s flavoured kava shots have surged with a 3111% jump in search visibility and an 870% increase in sales share, marking it as one of the fastest-growing brands in the category.
These figures underscore the company’s ability to capture consumer interest and convert it into tangible market share gains, supported by the FDA’s regulatory endorsement.
Looking Ahead
The FDA’s classification of kava as food not only cements The Calmer Co’s leadership in the U.S. but also sets a precedent that could influence regulatory approaches globally. The company is well-positioned to leverage this clarity to expand its footprint beyond eCommerce into mainstream retail and wholesale channels. However, the evolving regulatory landscape and competitive dynamics in the natural wellness sector will require ongoing vigilance.
Bottom Line?
The FDA’s ruling is a game-changer that could propel The Calmer Co’s U.S. growth to new heights; if it can sustain momentum amid rising competition.
Questions in the middle?
- How will The Calmer Co leverage the FDA ruling to secure new retail partnerships in the U.S.?
- What impact might this classification have on competitor strategies and market share?
- Could further regulatory changes affect other kava product formats or international markets?
