Malava Beverages Launches Malava Relax, The World's First Anti-Energy Drink

26/12/06 Claiming a market position between the heady jolt of energy drinks and the nutritional promise of fruit-based beverages, Malava Beverages, LLC has announced the consumer rollout of Malava Relax, the world’s first natural juice drink enhanced with Kava and essential vitamins. Malava Relax, which sells for a suggested retail price of $1.89 for 16.9 ounce bottle, is initially available in such upscale California retail outlets as Bristol Farms, Texas retailers such as H-E-B Grocery Stores and is expanding its reach to the Southwest and New York.

Providing a calming effect with a sense of well-being, Malava Relax is made with Certified Organic Kava, an herbal root used widely by South Pacific societies for more than 3,000 years. Malava Relax is the brainchild of an unlikely beverage entrepreneur: Steve Schneider, a San Diego-based cosmetic dentist. While on a scuba-diving vacation in Fiji with his wife Cheryl, the couple took part in a Kava ceremony, a local custom among Fijians. After they shared the drink made from the Kava root, they experienced a pleasant, relaxing sensation and decided to bring some Kava back to the U.S. After a stressful day at the office, they made a Kava drink in their kitchen, mulling how it might not only be a great alternative to alcohol, but a natural way to relax their dental patients. After tinkering with various flavors to compliment the distinctive taste of the natural root, and joining with Ray Maher, the marketing guru who helped launch Snapple, Malava Relax was born.

Malava Relax is initially available in three flavors: Orange Mango, Pink Lemonade and caffeine-free Brewed Black Tea. Malava Relax Lite, with the same great taste as Malava Relax, but sweetened with sucralose, is available in Cranberry Grapefruit, Sangria and Orange Citrus.

“We decided to launch Malava Relax because the U.S. beverage business is growing dramatically, and we saw an enormous opportunity to launch a Kava-based category in this market,” said Schneider, who serves as Chief Executive Officer of Malava Beverages. Schneider explains that Malava Relax offers a unique experience as an “anti-energy drink” – a product distinctly different from a rack of energy drinks and one that provides a sense of calm and clarity without loss of focus.