Mangosteen pioneer debuts 'his' and 'hers' supplements range

By Shane Starling

- Last updated on GMT

Related tags Nutrition

Mangosteen pioneer Xango has taken a major category leap by
launching a range of dietary supplements in the US with Canada and
Mexico to follow later in the year.

The products will be sold via the internet-based, multi-level marketing method that has made Xango juice a billion dollar brand in six years. Xango juice sells at a premium of up to 40 times that of regular juices like orange or pineapple and is a runaway superfruit juice success story. The new range of dietary supplements - 3SIXTY5 - are being marketed as macrobiotic supplements with separate products for men and women. Both products contain mangosteen rind - said to be the part of the south east Asian fruit where most of its nutrients are housed. They also contain phytonutrients from 12 fruits and 12 vegetables, vitamins and minerals, essential fatty acids and CoEnzymeQ10, which the company says provides a similar nutrient payload to its juice product. The men's product includes saw palmetto and pumpkin seed oil and is designed to boost men's prostate health as well as energy levels. The women's product targets bone health and contains chelated calcium and magnesium as well as flavonoids, vitamin D and boron. The company noted that its claims had not been evaluated by the Food and Drug Administration (FDA) and that the products were not intended to diagnose, treat, cure or prevent any disease. "3SIXTY5's superior blend of specialty nutrients supports cardiovascular health as well as bone and joint nutrition,"​ said Xango chief marketing officer John Digles. "Our women's formula provides higher nutrient elements for bone health while 3SIXTY5 for men has a prostate health deliverable." ​The products are packaged in AM and PM formats to assist consumption times. "Together with Xango Juice, 3SIXTY5 is designed to deliver optimal nutritional benefits and help fortify a balanced diet,"​ said Digles. Xango chief executive officer Aaron Garrity said the brand extension advanced the mangosteen category and gave Xango's 1000s-strong multinational network of distributors "additional opportunity to build their businesses with a complete nutritional product line." ​The supplements employ chelate technology, said to boost bioavailability. Xango recently won a design award for its distinctive bottle. ​In 2007 Xango launched a nutrient-boosted version of Xango containing mangosteen, aloe vera juice, grape seed and green tea extracts in Germany, Belgium and Austria.

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