KA-EX GO sales exceed expectations

KA-EX was launched originally in pharmacies as an innovative drinking powder that accelerated recovery after alcohol consumption. Today KA-EX is also used among athletes recovering from intense workouts and competition. Several thousand professional athletes, including Bundesliga Clubs, FC Zürich, Basel, Servette, Formula 1, professional road cycling rely on KA-EX. It is one of the best-selling dietary supplements in Switzerland.

Despite the considerable popularity of the KA-EX - powder, a ready-to-drink solution seemed unfeasible initially. The proprietary formulation contains acidic and alkaline substances, which in a liquid medium neutralize each other over time and thus cannot be bottled. Thanks to the fusion of KA-EX with another patented innovation, i.e., a bottle with push-cap technology, the sensitive ingredients are stored in the lid, thus separately from the liquid. It is "activated" shortly before consumption, changing the drink's color from transparent to yellow.

Immediate success

The Zurich-based startup launched KA-EX GO in a pilot project in April 2023. The goal was to get market responses from consumers and selected premium retailers such as Globus, Bridge, and Gyms. The initial pilot batch of 45,000 bottles, intended to last six months, sold out within six weeks. Soon after the kick-off of the pilot campaign, KA-EX GO was launched as a limited edition at Coop pronto and later in over 500 kkiosk and avec stores. Without significant advertising, KA-EX GO achieved a rotation of over three bottles per store and day throughout Switzerland – in Zurich and other city centers, the rotation was as high as 15 bottles per day. It is a value above average already and quite remarkable considering that mainstream products such as Vitamin Well or Focus Water cost only half. A total of more than 100,000 liters of KA-EX GO have been consumed over the summer.

The limited edition campaign with Coop Pronto was so successful that the retailer has now introduced KA-EX GO permanently into their stores, and kkiosk is repeating the campaign in December. In contrast to other functional drinks, KA-EX GO is not considered a “soft drink” but is officially classified as a nutritional supplement with a health-related function and is, thereby, the first product of its kind on supermarket shelves. Meanwhile, some companies, such as “on Running,” the creative agency “Jung von Matt,” and the Zuger business space “Freiruum,” set up entire fridges in their offices, providing KA-EX GO directly to their employees.

Ambitious goals

KA-EX was launched as a powder in September 2017 without a marketing budget and is now a best-selling dietary supplement in Switzerland, available in all pharmacies, drugstores, Coop, Migros, coop pronto, online and many other points of sale. International expansion began in 2021 with the launch in Germany. In 2022, KA-EX was launched in the UK and the USA. KA-EX GO is available at various channels, including coop pronto, Globus, Bridge, PureGym.

Based on KA-EX GO, the growing influence of KA-EX in international sports, and the focus on a sustainable market expansion in the USA, the patented product is expected to generate over CHF 100 million in annual sales as early as 2026.

(Stefan Kyora)