Photo: Youngevity’s corporate headquarters in Chula Vista, California.
Youngevity International believes its newest acquisition holds appeal for millennial customers.
The company on Monday announced the acquisition of RicoLife, another California-based direct seller. RicoLife markets a line of nutritious teas and coffees, cleanses, and energy and slimming supplements. The company was a pioneer in bringing to market camellia sinensis or “purple tea,” a variety of green tea developed in Kenya.
“RicoLife has attracted and retained a strong millennial following in the United States, Mexico and Latin America—supported by the founders, distributors and growing customer base,” Dave Briskie, President and CFO of Youngevity, said in a news release. “We expect that the high-energy RicoLife culture will help to fuel our millennial business strategy.”
Youngevity management sees RicoLife as a natural fit within the company’s existing line of nutrition products. Effective April 1, the products will be available for purchase through the Youngevity website, as well as its independent salesforce. As a result of the deal, RicoLife founders Alberto Arellano, Ricardo Arellano and Raul Luna will join the company as Associates.
Nutrition is one of many categories offered by Youngevity. The company describes its portfolio as a “virtual Main Street of products and services,” including health, home, beauty, apparel and jewelry offerings. Other recent acquisitions have included Renew Interests LLC, owner of the SOZO Global and Integris brands, and Nature’s Pearl Corp.
