by DanVallada FoodBizDaily.com Miami
November 12 2009 - After completing a year in Brazil, MonaVie is testing a new energy drink in that market with the launch of MonaVie EMV™ - the only one available in Brazil through direct sales.
A fusion of guaraná, taurine, açaí and the fruit juice of fourteen fruits, EMV is MonaVie’s bet to grow in the segment. The Brazilian Association of Direct Sales (ABEVD) recorded a significant growth of 18.6% in that segment during third quarter of 2009 compared to the same period last year, totaling revenues of R$2.146 billion.
The company’s flagship, MonaVie Original, reached accumulated sales of R$20 million in Brazil in one year and U$2 billion in the U.S. for the last four years along with other line of beverages.
This year the company debuted in Japan, Mexico, Canada, Australia, England, Poland and the Netherlands. MonaVie Original offers a blend of 19 fruits such as açaí, acerola, cupuaçu, blueberry, cranberry and pomegranate, but the company does not reveal the exact formula.
The main ingredient is açaí fruit from the Amazon. "The company encourages sustainable harvesting of fruits and cooperative partnership" explains Mauricio Patrocínio, CEO of the company in Brazil.
"The açaí fruit is very perishable so we just buy from suppliers who are committed to deliver the raw material at the processing plant within 48 h after harvest."
The price of a 750 ml bottle ranges from R$48 and R$105, depending on the number of units bought. In September, MonaVie launched Active in Brazil – a dietary supplement such as the original version but enriched with collagen and vitamin C.
"Both can be taken daily, but in small doses, because it is a thick beverage that contains sugar and helps balance one’s diet." The company currently has 30 thousand registered distributors.