•This is the company's first entry into the East African market, valued at multi-billion shillings.
•The company develops nutritional supplements, weight loss, and beauty products.
Image: Handout
Image: Handout
United States-based beauty company Max International has entered the Kenyan market with dietary supplements.
This is the company's first entry into the East African market, valued at multi-billion shillings.
The US-based company develops and distributes branded and patent-protected nutritional supplements, weight loss, and beauty products.
The company, will be based in Nairobi, with a singular intention of helping Kenyans manage their weight, amidst growing cases of obesity in the country, and more so among those living in urban areas.
Max International Chief Executive Officer Joseph F. Voyticky said the company will offer a range of products to fulfill nutritional needs, each promoting cellular health and overall wellness.
Voyticky said cases of obesity and overweight in Kenya were a major health concern, which the company through its products, hopes to complement other efforts by the Ministry of Health in reducing them.
If not addressed, he said weight and obesity issues can become a major health burden to the country.
Some of the products include Cellgevity - Advanced Riboceine Technology, Max ATP - RiboCeine Fuel - Peak Performance for Everyone, Max N-Fuze - Nutritional Replenishment, Max ONE - Focused RiboCeine Supplementation, Max GXL - Unique NAC Formula, Max 357 - Arctic Cod Omega Blend and Max Switch - Dietary Supplement Capsules among others.
“We offer the very best technology in promoting the wellbeing of every single person,” he said.
“If you don’t have your health, you have nothing. No one thinks about anything else if they are not healthy. You can put our products to a test.”
Statistics by the United States Centers for Disease Control and Prevention, captured in a 2018 report, indicate that overweight and obesity in Kenya increase the risk for raised blood glucose levels and high blood pressure.
In Kenya, CDC said, one study found the prevalence of obesity to be 60.3 percent among urban residents and 19.5 percent among rural residents.
The higher risk of obesity among women in urban areas of Kenya is associated with increased consumption of high-calorie and high-fat diets.
It points out that a high proportion of women in Kenya are overweight or obese.
“Our study indicates that women from urban areas and women with high socioeconomic status make up the largest proportion of women who are overweight or obese,” reads the report
After Kenya, Voyticky said the company will be expanding to the rest of East Africa.
“We are interested in the health and wellbeing of all people in East Africa,” the CEO said.
Kenya has growing middle-class income earners, whom he said are increasingly investing in their wellbeing and more so now when the World Health Organisation has asked people to invest in boosting their immunity to be able to fight diseases like Covid-19 and others.
“Covid-19 made people even more aware of the need for preventive health,” he said.
“People are now asking themselves on what they can do proactively to be ready and healthy. We are offering products that are of superior quality.”
The CEO said the company will be targeting all Kenyans across all the 47 Counties, despite being based in Nairobi.
