From Tonic Water To Turmeric — Aya’s CEO Kevin Law-Smith’s Latest Launch Is A Result Of His Personal Wellness Journey
The founder of East Imperial tonic waters launches a range of turmeric-based health drinks.
10 November 2024
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The CEO Kevin Law-Smith’s wellness journey culminated in the launch of AYA. Photo Credit: AYA
Kevin Law-Smith would not be disappointed to hear that he’s become a shadow of his former self. The founder of East Imperial tonic has gone from 110 kilos to 80 kilos in weight and reduced his waist to 32 inches from almost 38.
AYA (the brand name stands for Awaken Your Awareness) is a personal and professional project for the man who transformed his lifestyle after a cancer diagnosis. Packed with Vitamin B complex, curcumin and green tea it’s a drink that is readily available in Singapore and Thailand and has piqued the interest of the wellness community. In lime and ginger or passion fruit and ginger expressions, the gentle fizz promises an energy boost at any time of the day.
Photo credit: AYA
“Before East Imperial, I had cancer and was always looking to see what the best antioxidant was and learn about functional ingredients. And it all goes back to turmeric and green tea. I was up to 110 kilos, with a broken Achilles, broken back, broken everything. I was like, this is it. It’s got to end,” explains Kevin.
“A whole foods, plant-based diet has made all the difference. All my blood markers are phenomenal, all the cancer markers are down. The level of energy is ridiculous. I’m just not fighting all the inflammation – without that stress happening, it adds another level of energy.”
Photo credit: AYA
Kevin had the option to look at manufacturing a wellness drink back in 2012, but at that time it was too difficult to make.
“Technology has changed so fast. Now curcumin (which gives turmeric its bright yellow hue) is soluble. It took us three years to get it in the drink, stabilise it, not use preservatives and not pasteurise the death out of it. It’s now 2024 and we have finally got it into the market.”
Photo credit: AYA
“We have been lucky to secure some of the best high-end outlets like Little Farms in Singapore and DARK Cafe in Bangkok, from a very small base we are increasing sales outlets and volume month on month substantially.”
“Our plans for now are to focus on Asia and to support our customers in new markets when the time is right for the market, and for us.”
An age-old ‘health’ food, turmeric’s reputation has been blighted by unscrupulous producers adding chemicals and colours, so identifying a reputable source is paramount. Pepper is known to enhance turmeric’s benefits – but it can also amplify any additives, as Kevin explains.
“You’re getting the functional benefit of anything extracted, but if you’ve extracted something like a lead, it’s going to be pulled out so much higher. And that’s one of the reasons we don’t use piperidine. Pepper is going to increase your body’s availability of the curcumin, but it would also increase the availability of any toxin.”
Photo credit: AYA
“There are studies that show anti-inflammation energy, especially with B12. So the benefit of B12 is quite clear. Green tea as an antioxidant is quite clear, and then the turmeric is good for anti-inflammation and gut health,” adds Kevin. “So we can make those kinds of subtle claims around the ingredients in AYA.”
“We’re also doing our own studies setting up with longevity clinics, who are super interested in it.”
While COVID was disastrous for many, for Kevin it was the catalyst for change. He spent most of the time on a Thai island where everyone had forcibly been made to check out because nothing was happening. Freediving and yoga were the only routines. “And there were people from the UN there, bankers, tonnes of movie stars who we would have never met in the real world. Everyone got stuck and a community formed.”
“And that’s where it all changed. I realised I had been over-efforting my whole life, pushing, pushing, pushing. I had that realisation of this kind of collective transformation, of not pushing, just doing your best. And your best is your balance.”
Photo credit: AYA
For people who want the buzz of the bar without alcohol, AYA presents a new way of drinking: a drink that is full of taste and not full of sugar.
“We are focusing on the different lifestyle communities from running groups to yoga, cross fit and climbing clubs: individuals looking for brands that speak to their values and can naturally enhance their well-being. So those looking for a caffeine-free boost before a workout or in the afternoon or simply looking to enhance their vitality, focus and awareness throughout the day.”
“I don’t want a no-groni with 30 grammes of sugar, I might as well take the real one,” says Kevin, “I don’t want artificial, super processed, lookalike alcohols. I want something functional that tastes amazing and is just as good as a cocktail. And that’s what we’ve made with AYA.”
Author: Alison Marshall
Alison Marshall is a seasoned journalist, writer, and editor with over 30 years of experience in print and digital media across global markets covering sectors from hospitality to finance. A Brit by birth she has lived in Singapore since 2008, a country which continues to fascinate. In her free time, she enjoys cooking and cocktails and loves a local market wherever she travels.
