# Kava-Powered Beverage Partnerships Leilo Partners with Sprouts Farmers Market to Expand Its Lineup By Kalin Ned | Published 2025-01-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kavapowered-beverage References: [leilo](https://leilo.com/pages/sprouts?srsltid=AfmBOoox2ij9Hm10h3PiAWz7tYNilJ7OGO1dp5Z-6ttTGk_kccsog1w0)  [Leilo](https://www.trendhunter.com/trends/kava-powder-mix) boasts a ready-to-drink kava-powered beverage line with a modern aesthetic and recently, the brand entered a partnership with [Sprouts Farmers Market](https://www.trendhunter.com/trends/nuleaf-naturals) to expand its presence in the US while promoting the benefits of kava. Leilo's product is the first kava-powered beverage to be sold in a mainstream retailer. This expansion is part of Sprouts Farmers Market's Innovation program and Leilo's drink will be available in over 400+ markets. The company highlights the benefits of kava as an ingredient that promotes relaxation — an agent for elevating mood while alleviating anxiety and insomnia. Scott Romano, VP of foraging at Sprouts, shared about the partnership: "Through our ‘New For You’ displays, we’ve created a space that highlights emerging brands and unique offerings. Sprouts has recognized the rapid growth of the [non-alcoholic and functional beverage space](https://www.trendhunter.com/trends/nonalcoholic-functional-beverage) and identified this category as one which consumers are eager to explore." Image Credit: Leilo ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 66% | Activity: 76% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Non-alcoholic Functional Beverages:** The increasing consumer demand for functional beverages that promote health benefits creates opportunities for innovative formulations and ingredient integration. - **Mainstream Retail Expansion:** Partnering with large retailers to introduce and scale niche wellness products offers a platform for brands to reach a broader audience. - **Herbal Relaxation Solutions:** The exploration of natural and traditional ingredients like kava in modern products meets the growing interest in stress-reduction alternatives beyond pharmaceuticals. ### Where This Applies - **Health and Wellness:** The incorporation of plant-based and functional ingredients in consumer products is shifting the wellness industry towards more holistic solutions. - **Retail and Distribution:** Strategic collaborations between niche brands and large retail chains are revolutionizing product accessibility and market penetration. - **Food and Beverage Innovation:** Emerging interest in non-traditional drinks emphasizes the need for research in developing unique, health-centric beverages that captivate diverse consumer tastes. ## Related on Trend Hunter - [Kava-Forward Powdered Mixes](https://www.trendhunter.com/trends/kava-powder-mix.md) - [Bubbly Kava Beverages](https://www.trendhunter.com/trends/melo.md) - [Kava Beverage Pop-Ups](https://www.trendhunter.com/trends/kava-beverage.md) - [Relaxation-Inducing Kava Beverages](https://www.trendhunter.com/trends/mitra9-1.md) - [Kratom Functional Beverages](https://www.trendhunter.com/trends/mitra9-2.md) - [Cannabinoid Wellness Brand Expansions](https://www.trendhunter.com/trends/nuleaf-naturals.md) - [Soda-Inspired Kava-Based Beverages](https://www.trendhunter.com/trends/kavabased-beverages.md) - [Functional Mood Beverages](https://www.trendhunter.com/trends/dialed-mood.md) - [Science-Backed Wellness Shots](https://www.trendhunter.com/trends/sciencebacked-wellness.md)