The West End-based company promotes its kava capsules as a “new way to chill” and “Fiji in a bottle”.

Kava is a drug made from the ground roots of the plant Piper methysticum, a member of the pepper family that also includes black pepper. It is a native plant found in the South Pacific and used extensively in Fiji.

Australian health authorities say that in small doses, the effects of kava include muscle relaxation, sleepiness and feelings of wellbeing. However, long-term use of kava can lead to a range of health problems, including malnutrition, weight loss and apathy.

The deal with Coles result in the “noble kava” capsules being sold through the supermarket chain. The deal means Coles will stock products promoting sleep, calm and body benefits.

Noble kava is supposed to have fewer hangover side-effects and will be in 580 Coles stores nationally.

The company said they provided a safe and natural alternative to prescription medicines.

There are several companies marketing kava in Australia, including Bioglen which sells through Chemist Warehouse. Last year the Federal Government also allowed an increase of kava imports.

Coles will be the first retailer to stock the products.

The company has given no guidance on what sales it expects to achieve in the new market.

Founder and chief executive Zane Yoshida said the deal was a significant milestone for the company.

He said the company would also start promotions and social media activities to support the new market.

Fiji Kava also recently struck a deal with PMM to explore the Chinese market.