MonaVie
 |
|
| Private | |
| Industry | Nutrition Food and Beverage |
| Founded | 2005 |
| Headquarters | Salt Lake City, Utah, United States |
|
Area served
|
International |
|
Key people
|
Dallin Larsen - founder and chairman, Henry Marsh - founder and vice-chairman Maurício Bellora - CEO |
| Products | Fruit juice beverages and supplements |
|
Number of employees
|
450 (from 2009) |
| Website | www |
MonaVie is a now defunct multi-level marketing (MLM) company that manufactured and distributed products made from blended fruit juice concentrates, powders, and purées. The company was the subject of several controversies. Health claims for its products had not been scientifically confirmed or approved by regulatory authorities, and its chairman had been previously involved in false health claims concerning another beverage company. According to Forbes, its business plan resembled a pyramid scheme. In 2015, the company defaulted on a $182 million loan and went into foreclosure.
Dallin Larsen, who held senior executive positions with the MLM companies Dynamic Essentials and USANA, founded Monarch Health Sciences in 2003 as a distributor of diet and weight loss supplements. Monarch Health Sciences launched MonaVie juice in January 2005, and the same year founded MonaVie LLC/MonaVie Inc., a privately held MLM company based in South Jordan, Utah. The newly formed company took over the bottling, distribution, and marketing of MonaVie juice products. MonaVie also owned and operated a charity organization, the MORE Project.
MonaVie products were sold by non-employee distributors who were eligible to receive commissions based on product sales. Individual distributors were encouraged to build their own sales networks by recruiting new distributors to sell the products (referred to in multilevel marketing parlance as a "downline"); the recruiter could have, in theory, received additional commissions based on sales by their downlines.
MonaVie produced a variety of blended bottled fruit juices, carbonated energy drinks, dietary supplements and dieting products. MonaVie Kosher, one of the company's juice products, was certified as kosher according to Jewish dietary laws by the Orthodox Union of North America and the Chief Rabbinate of Israel.
An analysis conducted by contract laboratory ChromaDex indicated that MonaVie contained low levels of antioxidant vitamin C and of phytochemicals such as anthocyanins and phenolics associated with antioxidant activity in test tubes.
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Wikipedia