Edible Garden’s Kick. Sports Nutrition to Launch Exclusively on Amazon; Partners with Pirawna – Experts in Maximizing Amazon Growth – to Drive a Powerful Market Entry
Rhea-AI Summary
Edible Garden (Nasdaq: EDBL) announced the planned launch of its new 'Better for You' product line, Kick. Sports Nutrition, exclusively on Amazon in Q1 2025. The company has partnered with Pirawna, experts in Amazon optimization, to ensure a strong market debut.
The product line includes protein powders, plant-based proteins, pre/post-workout formulas, and hydration products, targeting modern athletes seeking high-quality, personalized nutrition. This launch addresses the growing global sports nutrition market, projected to expand from $54.8 billion in 2023 to $103.3 billion by 2032.
Building on Edible Garden's Vitamin Whey protein line, Kick. Sports Nutrition aims to deliver premium performance products at accessible prices. Pirawna, managing over $500 million in annual Amazon revenue, will support the launch with programmatic targeting and competitor keyword optimization strategies.
Positive
- Strategic entry into the growing sports nutrition market projected to reach $103.3B by 2032
- Partnership with established Amazon optimization expert Pirawna
- Expansion of product portfolio beyond existing Vitamin Whey line
- Exclusive Amazon distribution channel reducing initial retail overhead
Negative
- Delayed revenue impact as launch scheduled for Q1 2025
- High competition in the saturated sports nutrition market
- Dependency on single distribution channel (Amazon)
Insights
The strategic launch of Kick. Sports Nutrition on Amazon represents a calculated entry into the $54.8 billion sports nutrition market, with projections reaching $103.3 billion by 2032. This move leverages Amazon's dominant e-commerce platform while partnering with Pirawna, which manages $500 million in annual Amazon revenue. The exclusive Amazon launch strategy mirrors successful D2C brands like LMNT and Quest Nutrition, potentially reducing traditional retail overhead and enabling competitive pricing.
The timing aligns with shifting consumer preferences toward clean-label, personalized nutrition products. By targeting diverse athletic segments beyond traditional bodybuilding, including emerging sports like pickleball, Edible Garden is positioning itself to capture market share across multiple consumer segments. The partnership with Pirawna's programmatic targeting capabilities could significantly reduce customer acquisition costs compared to traditional retail channels.
The exclusive Amazon launch strategy, backed by Pirawna's expertise, presents a sophisticated market entry approach. Their status as a Verified Amazon Partner and track record with major nutrition brands suggests potential for optimized conversion rates and reduced marketing costs. The programmatic targeting and competitor keyword optimization strategy could provide a significant competitive advantage in the crowded sports nutrition space.
For a small-cap company like Edible Garden (
Kick. Sports Nutrition
BELVIDERE, NJ, Jan. 14, 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 the planned launch of its new “Better for You” product line, Kick. Sports Nutrition, exclusively on Amazon in Q1 2025. To ensure a strong market debut, the Company has partnered with Pirawna, renowned experts in optimizing Amazon workflows to deliver impactful and measurable results.
The Kick. Sports Nutrition product line offers a diverse range of clean-label sports nutrition solutions, including protein powders, plant-based proteins, pre-workout and post-workout formulas, and hydration products. Designed to meet the needs of modern athletes seeking high-quality, personalized nutrition, these products support peak performance while aligning with dietary preferences and active lifestyles. This launch responds to the growing demand for natural, convenient, and affordable options in the rapidly expanding global sports nutrition market, which is projected to grow from
“Building on the success of Edible Garden’s Vitamin Whey advanced protein line, we are proud to introduce Kick. Sports Nutrition—an innovative range of products that deliver premium performance without the premium price tag, launching exclusively on Amazon,” said Jim Kras, CEO of Edible Garden. “Today’s athletes are different. They are not just about getting as big as possible as fast as possible, they demand personalized, clean-label options that enhance performance and prioritize natural ingredients so they can feel good about what they are putting in their bodies. Launching in Q1 2025, Kick. Sports Nutrition directly addresses these changing priorities with an accessible product line tailored to support athletes across various disciplines, from weight training and basketball to pickleball and cross-country running, meeting their needs for high-quality, affordable nutrition.”
“With over 20 years of experience shaping the sports nutrition industry and building iconic brands like Body Fortress, MET-Rx, and Pure Protein, I am excited to lead Kick. Sports Nutrition in redefining the standards for innovation. Our mission goes beyond simply offering products — we are dedicated to transforming the industry with groundbreaking, “Better for You” solutions that meet the ever-evolving needs of today’s athletes. Kick. Sports Nutrition is the right product at the right time, driven by a seasoned team ready to deliver the next wave of innovation.”
“The launch of Kick. Sports Nutrition is bolstered by a strategic partnership with Pirawna, experts in optimizing Amazon workflows to deliver impactful results. Their proven strategies, including programmatic targeting and aggressive competitor keyword optimization, ensure a strong and cost-effective market entry for the brand. By focusing on conversion efficiency and leveraging their position as a Verified Amazon Partner, Pirawna perfectly aligns with Edible Garden’s mission to make high-quality sports nutrition products accessible to a broader audience.”
Jed Rawson, Co-Founder and CEO of Pirawna commented, “At Pirawna, we pride ourselves on being a transformative partner for trusted brands on Amazon. Our ability to optimize workflows, strategically target competitor traffic, and consistently drive impactful conversions sets us apart. With over
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 your 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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