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Mona Vie is a nutritional beverage company that distributes beverage products made from blended fruit juice concentrates with açaí pulp powder and purée through a multi-level marketing (MLM) business model. Marketing claims made about the products suggest that they provide antioxidants and health benefits. Mona Vie has been the subject of recent media controversy, and several sources have questioned both the product's value and the legality of claims regarding its reputed health benefits. The manufacturer of Mona Vie products, as well as some of its senior distributors, were involved in four lawsuits between 2007 and 2008.
Mona Vie Product overview
The Mona Vie product line consists of three forms of bottled juice—Mona Vie Original, MonaVie Active, and Mona Vie Pulse—as well as gel pack versions of the products. The suggested retail prices for Mona Vie Original, Active, and Pulse juice are $39, $45, and $45.25 respectively, per one 750-mL (25.5 oz.) bottle. The manufacturer's recommended daily serving size is 2 to 4 ounces.
Mona Vie Original and Active juices list the following ingredients: blend of açaí (freeze-dried powder and whole juice); 100% fruit juice from concentrate (white grape, apple, acerola, aronia, purple grape, cranberry, passion fruit, apricot, prune, kiwifruit, blueberry, wolfberry (goji), pomegranate, lychee, camu camu); fruit purée (pear, banana, bilberry); citric acid, sodium benzoate. In addition to these ingredients, Mona Vie Active lists d-glucosamine hydrochloride and esterified fatty acids as additives.
Mona Vie Pulse juice, launched on September 25, 2008, lists the following ingredients: blend of açai (freeze-dried powder and whole juice), reconstituted fruit juice blend (Concord grape blend, pineapple, apple, prickly pear, pomegranate, elderberry, yumberry, bilberry, blackberry, blueberry, cherry, cranberry, raspberry, aronia), puree fruit blend (acerola, strawberry, cupuaçu, camu camu), plant sterols (emulsified with corn syrup solids, polyglycerol esters of fatty acids, gum acacia), Apple Phyto-Phenolics (polyphenol blend), omega-3 (cranberry seed oil), resveratrol, natural flavors, potassium sorbate (preservative), sodium benzoate (preservative), citric acid. According to the company, 4 ounces of Mona Vie Pulse provide 0.8 g plant sterols.
A patent application for the freeze-dried açaí powder (Opti-Açaí) used in Mona Vie was submitted to the World Intellectual Property Organization in 2004 by developers Alexander G. Schauss and Kenneth A. Murdock. WIPOs Preliminary Report on Patentability deemed that many of the claims in the patent application did not support the novelty, inventiveness, or industrial applicability of the process, and as of 2008, the patent had not been approved. Opti-açaí is marketed by K2A International, a business partnership between Schauss, Murdock, and Mona Vie vice-president Jeff Graham.
Mona Vie Company overview
MonaVie juice was originally launched in January 2005 by MLM company Monarch Health Sciences, which was founded in 2003 as a distributor of diet and weight loss supplements. In 2005, the executives of Monarch founded MonaVie LLC/MonaVie Inc., a privately-held MLM company based in Salt Lake City, Utah. The newly formed company took over the bottling, distribution, and marketing responsibilities for Mona Vie juice products. Monarch Health Sciences and MonaVie, Inc. were both founded by Dallin Larsen, who graduated from Brigham Young University with a B.S. degree in Finance. Larsen previously held senior executive positions with the MLM companies Dynamic Essentials and Usana. According to company sources, MonaVie juice was originally developed by Ralph E. Carson, now the company's Chief Science Officer.
Mona Vie Executives
Dallin Larsen, Chairman and CEO
Henry Marsh, Executive Vice President
Randy Larsen, Executive Vice President/Chief Operations Officer (former)
Charles Brink, Executive Vice President
Dell Brown, Chief Operations Officer (current)
Devin D. Thorpe, Chief Financial Officer
Jeff Graham, Vice President of Product Development
Amy Cowley, Executive Vice President
Steven King, Vice President of Distributor Services and Human Resources
Medical/Scientific Advisory Board
The Mona Vie Scientific Advisory Board consists of the following members:
Nathan D. Wong
Penny Kris-Etherton
Alexander G. Schauss
The Mona Vie Medical Advisory Board, which was replaced by the Monavie Scientific Advisory Board in 2009, consisted of the following members:
Ralph Carson (Chief Science Officer)
Mike Kennedy (Chief Medical Officer)
Denise Bruner
Lyle Mason
Jose F. Allongo
Vicki Berkus
Roger Rinn
en.wikipedia.org/wiki/Monavie
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