Edible Garden Launches Kick. Sports Nutrition on Amazon; Partners with Pirawna to Accelerate Brand Growth

Rhea-AI Summary

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.

Positive

• 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

Negative

• Entering highly competitive sports nutrition market with established players
• Success dependent on effective Amazon marketplace execution
• Initial limited product range compared to competitors

Insights

Consumer Products Industry Analyst

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 $500 million in Amazon revenue. This collaboration should accelerate Edible Garden's e-commerce capabilities and market penetration, crucial for a new entrant in this competitive category.

However, the sports nutrition market presents formidable challenges. Despite the impressive projected growth from $54.8 billion in 2023 to $103.3 billion by 2032 cited by IMARC Group, this market is dominated by established players with massive marketing budgets and brand recognition. Edible Garden will need to execute flawlessly on its "clean label" differentiation to gain traction.

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 $500 million in Amazon revenue under management, to ensure a high-impact entry into the competitive sports nutrition market.

“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 $54.8 billion in 2023 to $103.3 billion by 2032, driven by rising health awareness and a growing emphasis on fitness and active lifestyles. This upward trend underscores the significant opportunity for innovation and accessibility within the space—precisely where Kick. Sports Nutrition is positioned to succeed.

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

Attachment

• Kick Sports Nutrition

FAQ

What products will EDBL's Kick. Sports Nutrition initially offer on Amazon?

Kick. Sports Nutrition will initially offer plant-based and whey protein powders on Amazon, with plans to expand into pre-workout, post-workout, and hydration products.

Who is Edible Garden's partner for the Amazon launch of Kick. Sports Nutrition?

Edible Garden has partnered with Pirawna, a Verified Amazon Partner that manages over $500 million in Amazon revenue, to launch Kick. Sports Nutrition.

What is the projected growth of the global sports nutrition market by 2032?

According to IMARC Group, the global sports nutrition market is expected to grow from $54.8 billion in 2023 to $103.3 billion by 2032.

How does EDBL's Kick. Sports Nutrition differentiate itself in the market?

Kick. Sports Nutrition differentiates itself by offering clean-label, functional formulas without artificial additives or unnecessary fillers, focusing on natural, better-for-you products at an accessible price point.

What existing brands does Edible Garden (EDBL) have in its portfolio?

Edible Garden's existing brands include Vitamin Way® and Vitamin Whey®, alongside their controlled environment agriculture (CEA) grown produce.