Today, Mitra9, the functional beverage company specializing in premium mitragynine and kava products, released its first-half 2026 performance results, reporting double-digit growth across its seltzer, shot, and regional distribution channels in the first six months of the year.
Mitra9’s released results include commentary on the most significant federal regulatory development the kratom category has seen in years: the DEA's July 1 Notices of Intent to temporarily schedule concentrated and synthetic 7-hydroxymitragynine (7-OH) products.
The company welcomes the federal regulatory action as a direct validation of the product philosophy and sourcing standards Mitra9 has maintained since its founding.
Federal Regulators Draw the Line Mitra9 Has Always Operated Behind
On July 1, 2026, the DEA filed two Notices of Intent (NOI) with the Federal Register to initiate the temporary scheduling process for concentrated and synthetic 7-OH and three of its related synthetic derivatives — mitragynine pseudoindoxyl (MP), MGM-15, and MGM-16.
The action was accompanied by a joint statement from the U.S. Department of Health and Human Services (HHS) and the FDA supporting the DEA's move and clarifying the targeting of synthetic, high-concentration 7-OH products, not natural botanical kratom.
HHS Secretary Robert F. Kennedy, Jr. stated that the administration will “continue using every available authority to stop these deceptive products, hold bad actors accountable, and protect American families.” DEA Administrator Terrance Cole framed the action as targeting “highly concentrated, synthetic 7-OH products,” explicitly distinguishing them from the natural botanical.
The threshold set in the NOI is 0.050% 7-OH on a dry-weight basis for botanical materials. For synthetically produced products, it’s 0.050% by weight or greater than 1 milligram. Products above that line, including concentrated tablets, gummies, liquid shots, and vapes sold in gas stations and smoke shops, are the target. Natural leaf kratom products operating below that threshold are explicitly outside the scope of the action.
“This is the regulatory clarity our category has needed. The federal government has now formally recognized what responsible operators have been saying for years: not all kratom products are the same, and the products driving public health concerns are not botanical kratom. They are synthetic concentrates that never should have been marketed alongside natural leaf products in the first place.”
— Dallas Vasquez, Co-Founder and CEO, Mitra9
Mitra9's product lineup consists of mitragynine-based botanical beverages formulated well below the proposed threshold and is unaffected by the scheduling action. Mitra9 has never produced or sold concentrated 7-OH products. Its sourcing standards, third-party testing protocols, and documented supply chain were built specifically to withstand the highest level of scrutiny, including the tighter regulatory environment Mitra9 anticipated the industry would soon face.
The 30-day public comment period initiated by the HHS Office of the Assistant Secretary for Health is currently open, seeking scientific data on whether the proposed threshold appropriately defines an imminent hazard. Mitra9 intends to participate in the comment process as a responsible industry operator with documented formulation and sourcing data.
H1 2026 Performance: Five Takeaways
1. Familiar Flavors Are Outperforming Expectations
Five of Mitra9's seven top-performing products in the first half of 2026 were new launches: Cream Soda, Midnight Cola, Root Beer, Citrus Sun, and Bubbly Pop.
Although the products were new, none of them were unfamiliar. This pattern reflects a clear consumer signal: people want innovative and functional beverages that still feel approachable. Novelty alone doesn't drive repeat purchases. Familiar flavor profiles that deliver consistent functional experiences do.
2. Seltzers Remain the Format of Choice
Mitra9's seltzer lineup accounted for approximately 89% of its product sales in the first half of 2026 and delivered 23% year-over-year growth.
This format's dominance reflects what consumers want: beverages that fit naturally into existing routines, such as social gatherings, outdoor activities, and completing a typical workday, without disrupting their routines.
Functionality in a familiar format always wins.
3. Florida Continues to Lead as a Bellwether Market
Florida's direct-store-delivery and wholesale channel grew 28% in H1 2026 compared to the same period last year, reinforcing this state's position as Mitra9's highest-performing regional market. The state’s active lifestyle culture and year-round outdoor environment have consistently made it an early indicator of broader trends in how consumers adopt functional beverages.
Functional products that gain traction in Florida often gain popularity nationwide.
4. East Coast Markets Are Driving the Next Wave
Mitra9's east region posted triple-digit growth in the first half of 2026, including a 327% year-over-year increase in April.
This massive surge reflects expanding retail distribution, rising consumer awareness, and a market that is moving from early adoption to mainstream consideration faster than any other region.
The East Coast is no longer an emerging opportunity. It’s an active growth engine.
5. Consumers Are Establishing Multi-Format Routines
Mitra9's shot category grew 27% in H1 2026 compared to the same period in 2025. This growth signals an important shift in consumer behavior. Shots aren’t replacing seltzers. They’re complementing them.
Consumers are increasingly selecting different formats for different moments. They’re having a seltzer on social occasions or a shot for their on-the-go functional needs. The category is moving toward occasion-based purchasing, which increases per-consumer revenue and deepens brand loyalty.
Looking Ahead to H2 2026
“The first half validated two things simultaneously: consumers want functional products that fit their lives without friction, and the regulatory environment is moving in the direction responsible operators have been building toward. For Mitra9, those are not separate stories. They are the same story. The brands that win in this category long-term are the ones that earned retailer and consumer trust before they were required to.”
— Dallas Vasquez, Co-Founder and CEO, Mitra9
During the second half of 2026, Mitra9 will continue expanding distribution across East Coast markets, launch its Kava by Mitra9 gummies line through e-commerce and Amazon, and deepen retail partnerships in its existing direct-store-delivery (DSD) footprint.
The company's position heading into H2 — with documented sourcing standards, third-party testing infrastructure, and a product lineup built for a regulated environment — reflects a deliberate long-term strategy rather than a reactive response to recent federal action.
The functional beverage category is maturing. The regulatory framework is catching up to the standards that responsible brands have followed voluntarily. For Mitra9, that convergence isn’t a challenge. It’s a competitive advantage years in the making.
About Mitra9
Mitra9 is redefining functional refreshment with beverages made from mitragynine and kava that support mood, clarity, and recovery. Available in more than 30,000 retail locations and trusted by over 250,000 customers, Mitra9 blends bold flavor, convenient formats, and botanical ingredients for functional beverages made for everyday routines. All Mitra9 products are formulated from natural botanical sources, third-party tested, and produced under strict sourcing and quality standards.
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