Edible Garden Launches Kick. Sports Nutrition on Amazon; Partners with Pirawna to Accelerate Brand Growth
Edible Garden (NASDAQ: EDBL) has launched its Kick. Sports Nutrition product line on Amazon, partnering with Pirawna, an e-commerce growth agency managing over $500 million in Amazon revenue. The initial phase includes plant-based and whey protein powders, with plans to expand into pre-workout, post-workout, and hydration products.
The launch strengthens Edible Garden's Farm to Formula® positioning and builds on their Vitamin Way® and Vitamin Whey® brands. Kick. differentiates itself by offering clean-label, functional formulas without unnecessary fillers at an accessible price point. The timing aligns with significant market opportunity, as the global sports nutrition market is projected to grow from $54.8 billion in 2023 to $103.3 billion by 2032.
Edible Garden (NASDAQ: EDBL) ha lanciato la sua linea di prodotti Kick. Sports Nutrition su Amazon, collaborando con Pirawna, un'agenzia di crescita e-commerce che gestisce oltre 500 milioni di dollari di ricavi su Amazon. La fase iniziale comprende polveri proteiche a base vegetale e di siero di latte, con piani di espansione verso prodotti pre-allenamento, post-allenamento e per l’idratazione.
Il lancio rafforza il posizionamento Farm to Formula® di Edible Garden e si basa sui marchi Vitamin Way® e Vitamin Whey®. Kick. si distingue offrendo formule funzionali con etichetta pulita, senza riempitivi superflui, a un prezzo accessibile. Il tempismo è strategico, considerando l’importante opportunità di mercato, con il settore globale della nutrizione sportiva previsto in crescita da 54,8 miliardi di dollari nel 2023 a 103,3 miliardi entro il 2032.
Edible Garden (NASDAQ: EDBL) ha lanzado su línea de productos Kick. Sports Nutrition en Amazon, en colaboración con Pirawna, una agencia de crecimiento en comercio electrónico que maneja más de 500 millones de dólares en ingresos en Amazon. La fase inicial incluye polvos de proteína vegetal y de suero de leche, con planes de expandirse a productos para antes del entrenamiento, después del entrenamiento y de hidratación.
Este lanzamiento fortalece el posicionamiento Farm to Formula® de Edible Garden y se basa en sus marcas Vitamin Way® y Vitamin Whey®. Kick. se diferencia al ofrecer fórmulas funcionales con etiqueta limpia, sin rellenos innecesarios y a un precio accesible. El momento es oportuno, dado el gran potencial del mercado, que se proyecta crecer de 54.8 mil millones de dólares en 2023 a 103.3 mil millones para 2032.
Edible Garden (NASDAQ: EDBL)가 Pirawna와 협력하여 아마존에서 Kick. Sports Nutrition 제품 라인을 출시했습니다. Pirawna는 아마존 매출 5억 달러 이상을 관리하는 전자상거래 성장 에이전시입니다. 초기 단계에서는 식물성 및 유청 단백질 파우더를 제공하며, 추후 운동 전, 운동 후, 수분 보충 제품으로 확장할 계획입니다.
이번 출시는 Edible Garden의 Farm to Formula® 포지셔닝을 강화하고 Vitamin Way® 및 Vitamin Whey® 브랜드를 기반으로 합니다. Kick.은 불필요한 첨가물이 없는 클린 라벨 기능성 포뮬러를 합리적인 가격에 제공하며 차별화됩니다. 이는 2023년 548억 달러에서 2032년 1,033억 달러로 성장할 것으로 예상되는 글로벌 스포츠 영양 시장의 중요한 기회와 맞물려 있습니다.
Edible Garden (NASDAQ : EDBL) a lancé sa gamme de produits Kick. Sports Nutrition sur Amazon, en partenariat avec Pirawna, une agence de croissance e-commerce qui gère plus de 500 millions de dollars de revenus sur Amazon. La phase initiale comprend des poudres de protéines végétales et de lactosérum, avec des projets d’extension vers des produits pré-entraînement, post-entraînement et d’hydratation.
Ce lancement renforce le positionnement Farm to Formula® d’Edible Garden et s’appuie sur leurs marques Vitamin Way® et Vitamin Whey®. Kick. se distingue en proposant des formules fonctionnelles à étiquette propre, sans agents de remplissage inutiles, à un prix accessible. Le timing est idéal, avec une opportunité de marché importante, le marché mondial de la nutrition sportive devant passer de 54,8 milliards de dollars en 2023 à 103,3 milliards d’ici 2032.
Edible Garden (NASDAQ: EDBL) hat seine Produktlinie Kick. Sports Nutrition auf Amazon gestartet und arbeitet dabei mit Pirawna zusammen, einer E-Commerce-Wachstumsagentur, die über 500 Millionen US-Dollar Umsatz auf Amazon verwaltet. Die Anfangsphase umfasst pflanzenbasierte und Molkenproteinpulver, mit Plänen zur Erweiterung um Produkte für Vor- und Nach dem Training sowie zur Hydratation.
Der Launch stärkt Edible Gardens Farm to Formula®-Positionierung und baut auf den Marken Vitamin Way® und Vitamin Whey® auf. Kick. zeichnet sich durch saubere, funktionale Formeln ohne unnötige Füllstoffe zu einem erschwinglichen Preis aus. Das Timing ist günstig, da der globale Markt für Sporternährung von 54,8 Milliarden US-Dollar im Jahr 2023 auf 103,3 Milliarden US-Dollar bis 2032 wachsen soll.
- Partnership with Pirawna, a Verified Amazon Partner managing $500M+ in Amazon revenue
- Entry into the rapidly growing sports nutrition market projected to reach $103.3B by 2032
- Expansion of product portfolio beyond CEA-grown produce into higher-margin consumer products
- Entering highly competitive sports nutrition market with established players
- Success dependent on effective Amazon marketplace execution
- Initial limited product range compared to competitors
Insights
Edible Garden's expansion into sports nutrition via Amazon shows promising diversification but faces significant challenges in an extremely competitive market.
Edible Garden's launch of Kick. Sports Nutrition on Amazon marks a significant diversification move beyond its core CEA produce business. The company is attempting to leverage its "Farm to Formula" positioning to differentiate in the crowded sports nutrition space, building on its existing Vitamin Way and Vitamin Whey brands.
The partnership with Pirawna is strategically sound, as the agency brings substantial Amazon expertise, managing over
However, the sports nutrition market presents formidable challenges. Despite the impressive projected growth from
The company's product roadmap appears comprehensive, starting with plant-based and whey protein powders before expanding into pre-workout, post-workout, and hydration products. This phased approach is prudent for testing market reception before broader investment.
The most significant challenge will be achieving meaningful scale in this highly competitive category while maintaining the premium positioning implied by their "better-for-you" messaging. While the company's background in CEA provides some credibility for natural ingredients, converting this into a competitive advantage requires substantial marketing investment. The ultimate financial impact of this initiative remains uncertain and will likely take several quarters to materialize meaningfully in financial results.
Strengthens Farm to Formula® Positioning, Advancing Innovation & Expansion into the ‘Better for You’ Consumer Products
Right Product at the Right Time - Launch Aligns with Rapid Expansion in Global Sports Nutrition Market
BELVIDERE, NJ, May 20, 2025 (GLOBE NEWSWIRE) -- Edible Garden AG Incorporated (“Edible Garden” or the “Company”) (Nasdaq: EDBL, EDBLW), a leader in controlled environment agriculture (CEA), locally grown, organic, and sustainable produce and products, today announced that it has officially launched the initial phase of its Kick. Sports Nutrition product line on Amazon. The launch is being executed in partnership with Pirawna, a leading e-commerce growth agency with over
“This strategic Amazon launch of Kick. Sports Nutrition represents a major milestone for Edible Garden, strengthening our Farm to Formula® positioning, advancing our expansion into the ‘Better for You’ consumer products space, and building on the growing success of our Vitamin Way® and Vitamin Whey® brands,” said Jim Kras, Chief Executive Officer of Edible Garden.
Bobby Co from Amazon added, "Amazon's core values align with Edible Garden's including selling the highest quality 'better-for-you' products that satisfy and delight customers while promoting environmental stewardship.”
“Kick. Sports Nutrition is the right product at the right time. In a market saturated with artificial additives and hard-to-pronounce ingredients, Kick. stands out by offering clean-label, functional formulas designed to fuel peak performance—without the unnecessary fillers. Created to meet the evolving demands of today’s athletes, Kick. delivers natural, better-for-you products at an accessible price point. We are launching plant-based and whey protein powders, with plans to expand into a full line of pre-workout, post-workout, and hydration products, all carefully formulated to support performance, recovery, and overall wellness. As we continue to scale, we remain committed to expanding both our CEA-grown produce and our innovative packaged goods portfolio through trusted partners and powerful platforms like Amazon and Pirawna,” concluded Mr. Kras.
Pirawna, a Verified Amazon Partner, has earned a strong reputation for scaling leading brands in the sports nutrition category by leveraging a proprietary strategy focused on programmatic targeting, competitor keyword conquesting, and conversion optimization. Their partnership with Edible Garden highlights the mutual dedication to innovation, operational efficiency, and delivering measurable results, setting a new benchmark for success in the sports nutrition space.
According to the IMARC Group, the global sports nutrition market is projected to grow from
Kick. Sports Nutrition Amazon Brand Page: Amazon.com: Kick. Sports Nutrition.
ABOUT EDIBLE GARDEN®
Edible Garden AG Incorporated is a leader in controlled environment agriculture (CEA), locally grown, organic, and sustainable produce and products backed by Zero-Waste Inspired® next generation farming. Offered at over 5,000 stores in the US, Caribbean and South America, Edible Garden is disrupting the CEA and sustainability technology movement with its safety-in-farming protocols, use of sustainable packaging, patented GreenThumb software and Self-Watering in-store displays. The Company currently operates its own state-of-the-art vertically integrated greenhouses and processing facilities in Belvidere, New Jersey and Grand Rapids, Michigan, and has a network of contract growers, all strategically located near major markets in the U.S. Its proprietary GreenThumb 2.0 patented (US Nos.: US 11,158,006 B1, US 11,410,249 B2 and US 11,830, 088 B2) software optimizes growing in vertical and traditional greenhouses while seeking to reduce pollution-generating food miles. Its proprietary patented (U.S. Patent No. D1,010,365) Self-Watering display is designed to increase plant shelf life and provide an enhanced in-store plant display experience. The Company has been named a FoodTech 500 company by Forward Fooding, a leading AgriFoodTech organization. In addition, Edible Garden is also a Giga Guru member of Walmart's Project Gigaton sustainability initiative. Edible Garden is also a developer of ingredients and proteins, providing an accessible line of plant and whey protein powders under the Vitamin Way® and Vitamin Whey® brands. In addition, the Company’s Kick. Sports Nutrition line features premium performance products that cater to today’s health-conscious athletes looking for cleaner labeled, better for you options. Furthermore, Edible Garden offers a line of fresh, sustainable and functional condiments such as Pulp fermented gourmet & chili-based sauces and Edible Garden's Pickle Party - fresh pickles & krauts. For more information on Pulp products go to https://www.pulpflavors.com. For more information on Vitamin Whey® products go to https://vitaminwhey.com. For more information on Edible Garden go to https://ediblegardenag.com.
A copy of the Company’s latest corporate video is also available here.
Forward-Looking Statements
This press release contains forward-looking statements, including with respect to the Company’s growth strategies, ability to expand its distribution network and distribution relationships, and performance as a public company. The words “believe,” “expect,” “intend,” “look forward,” “objective,” “plan,” “seek,” “strategy,” “will,” and similar expressions are intended to identify forward-looking statements. These forward-looking statements are subject to a number of risks, uncertainties, and assumptions, including market and other conditions and the Company’s ability to achieve its growth objectives. The Company undertakes no obligation to update any such forward-looking statements after the date hereof to conform to actual results or changes in expectations, except as required by law.
Investor Contacts:
Crescendo Communications, LLC
212-671-1020
EDBL@crescendo-ir.com
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FAQ
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