| Launched in January 2010, MonaVie Mmun | | | | Immune health and vitality positioning is helping |
| (pronounced immune) is the sixth major product | | | | drive growth in brands in the wider $29bn |
| from MonaVie LLC of Salt Lake City, UT. Just like | | | | functional foods market and in the $10bn energy |
| MonaVie's other products to date, MonaVie Mmun | | | | food and drinks market. |
| is an acai berry-based nutritional beverage. This is | | | | As many as 1 in 10 consumers suffer from an |
| MonaVie's first entry to the immune health | | | | autoimmune related health condition and |
| products market. MonaVie Mmun is specifically | | | | prevalence is set to grow in major economies; as |
| formulated to promote proper immune function | | | | well as alleviating symptoms of current sufferers, |
| whereas previous products have targeted joint | | | | there is considerable potential for products with |
| health (Monavie Active), heart health (MonaVie | | | | preventative qualities. This need is driving the |
| Pulse) and the energy drink market (MonaVie | | | | growth and sales of numerous immune health |
| eMV). | | | | products including MonaVie Mmun. |
| MonaVie's previous product launches have rapidly | | | | MonaVie Mmun Product Overview |
| acquired a loyal following. Launched in 2005, the | | | | MonaVie Mmun is a blend of 19 fruits including |
| company exceeded 1 billion annual sales in 2009 | | | | açai, maqui, grape, apple, acerola, aronia, black |
| with only 5 key products – MonaVie Original | | | | currant, elderberry, cranberry, blood orange, sea |
| juice and gel, MonaVie Active juice and gel, | | | | buckthorn, pear, blueberry, cupuaçu, strawberry, |
| MonaVie Pulse juice and gel, MonaVie Kosher and | | | | baobab, lingonberry, bilberry, and camu camu. |
| Emv. | | | | According to the company, these fruits were |
| Immune Health Products Market | | | | chosen specifically for their ability to nutritionally |
| Consumers have moved beyond choosing food | | | | support the immune health and overall well being. |
| and drinks simply to maintain everyday health. | | | | Many peer-reviewed research papers have been |
| They are now seeking to optimize performance | | | | written about the beneficial health properties of |
| and reduce the risk, or delay the onset of | | | | fruit in general and about many of the specific |
| diseases with functional food and drinks. | | | | fruits selected for the blend. |
| A growing number of products in the food and | | | | In addition to the 19 fruits listed above, MonaVie |
| drinks sector are being marketed as providing | | | | Mmun contains the functional food additive |
| consumers with immune health and vitality | | | | Wellmune WGP developed by Biothera. Wellmune |
| benefits. These products are designed to help | | | | WGP is covered by numerous patents and its |
| individuals cope with the stresses and strains of | | | | efficacy as an immune health product is well |
| modern life. Products claim to protect and defend | | | | documented. Clinical research consistently |
| the immune system, help maintain vitality and | | | | demonstrates the ability of Wellmune® to |
| inner balance, and reduce or alleviate stress levels. | | | | naturally enhance human immune responses and |
| There is a growing perceived need for food and | | | | provide protection from health challenges related |
| drink that can meet these requirements, linked to | | | | to physical and lifestyle stress. Double-blind, |
| an increasing prevalence of autoimmune diseases | | | | placebo-controlled studies involving marathoners, |
| in leading economies and more consumers looking | | | | firefighters and other individuals with stressful |
| to reduce stress experienced on a daily basis. In | | | | lifestyles found that Wellmune reduces incidence |
| 2008, nine percent of nutraceutical claims were | | | | of upper respiratory tract infection symptoms |
| for immune health products. The area is growing, | | | | and improves a sense of overall health. |
| but science is key to supporting the claims. | | | | |