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US-based Max International enters Kenyan market with dietary supplements


Max International is set to enter the Kenyan market with its products this weekend.

The US-based company develops and distributes branded and patent-protected nutritional supplements, weight loss, and beauty products.

The company, set to be launched this Saturday, May 14, 2022, will be based in Nairobi, with a singular intention of helping Kenyans get the most out of their lives, from both a health and wealth perspective.

This will be the company's first entry into the East African market, valued at multi-billion shillings.

Chief Executive Officer Joseph Voyticky said Max’s nutraceutical products focus on helping the cells of the body to produce glutathione or support glutathione’s functions.

He said Max Beauty is a makeup line designed to help women across the world celebrate their beauty boldly and with confidence.

“Max is committed to enhancing the health and longevity of people around the world using nutraceutical and personalised nutritional solutions that enhance the body’s ability to manage inflammation, oxidative stress and the effects of the ageing process while strengthening the human body’s natural immune system,” he said.

According to him, one of the most effective ways to do so is to ensure that the immune systems are in better shape by living well and enhancing the level of glutathione.

Antioxidants are substances that mitigate damage to cells caused by free radicals, which are unstable molecules that the body produces as a reaction to environmental toxins, stress, and other pressures.

Glutathione is the most important and abundant antioxidant in the human body. It is considered the master antioxidant that exists inside every one of the trillions of cells that make up the human body.  It plays roles as an antioxidant and an anti-toxin, effectively providing a major defense system against illness and ageing.

Glutathione production naturally declines as a person ages and bodily stores are depleted when one is stressed, lacks sleep, or has suffered prolonged illnesses.

Voyticky said Max’s technologies, expanding on decades of research funded by the United States National Institutes of Health, are patented compounds that fully protect the sulfhydryl group on cysteine and as a result significantly improve the bioavailability of this substance for the production of glutathione.

The company was launched in 2007 in the United States in 2007 and currently operates in 20 different countries.

It first came to Africa through Ghana in 2014 with the delivery of its products leading to an expansion in Nigeria and Cote d'Ivoire in West Africa. 

In total, Max has 11 offices in West Africa and 13 in the African continent.

“One of Max’s commitments is to bring world-class products and business opportunities to all of Africa,” the CEO said.

As such in 2022 Max is set to grow its wings in Kenya, Uganda, Cameroon, and the Democratic Republic of Congo.

“For Max expanding into Kenya and all of East Africa is a natural progression of the company’s commitment to the continent,” he said.

The CEO said the East African countries' economies have shown tremendous resiliency through the pandemic with relatively low inflation rates as compared to the rest of the world. 

“However, there is a great need for the value that Max International offers with respect to its technology-based nutritional supplements and the personal development platform provided through Max,” he said.

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