|
|
| Wednesday, 27 June 2007 | |||
As a dentist who's always on call, Steve Schneider doesn't drink alcohol. But, like everyone else, he still needs to curb his stress level from time to time.
“Me and my wife (Cheryl) were out in Fiji, and this is their version of alcohol to relax and take the edge off,” said Schneider, who resides in Poway, Calif., just north of San Diego. “Whenever people drink alcohol or smoke pot here (in the U.S.), they do this out there (in Fiji) instead. Plus, there are no side effects and it doesn't make you fuzzy.” The primary ingredient in Malava Relax is kava root, an herb known for its calming and relaxing effect. The Schneiders purchased some kava in Fiji to take back to Poway, but there was just one problem. “Kava naturally tastes really bad,” Schneider said. So he scoured his kitchen for lemonade and other juices, which he mixed with the kava root. Schneider loved the taste so much that he developed some for his patients, who also liked it. From there, Schneider met with brokerage firms and distributorships with the hope of releasing Malava Relax to the masses. The drink, which is available in six flavors, has been on shelves for two months. “In general, it's a healthy stress reliever,” said Schneider, who expects Malava Relax in stores nationwide within a year. “It's nature's Valium.” Others won't go quite that far but agree that kava does aid in relaxation. “Kava is an herb that has been used for several years in Eastern medicine to have a calming effect on people,” said Lona Sandon, a registered dietician and assistant professor at Texas-Southwestern Medical Center in Dallas. “So there could be something (in the relaxation claim) if you're putting the herb in (Malava Relax).” Not that Sandon supports Schneider in all his assertions. While Schneider touts Malava Relax as the first of its kind, Sandon said that numerous drinks containing kava have been on store shelves in the U.S. for years. “It's really not the first non-energy drink,” she said, “but how they're marketing it and approaching the market sounds new and different.” Even so, Sandon supports an anti-energy drink, particularly with a slew of energy drinks already on the market. “It's probably the right time,” she said. “People have been saturated with energy drinks, and they're ready to calm down.” That calming effect, Schneider said, is being amplified in some cases by the addition of booze. “People like to mix (Malava Relax) with alcohol,” Schneider said. “Let's just keep it out of Britney Spears' hands, and we'll be all right.” Clint Hale | 210SA |
|||
| < Prev | Next > |
|---|
.gif)
