Below is a portion of a recent Xango Press Release talking about the Mangosteen category of products. Xango talks about how their product is different because it’s pureed and includes the rind and blah, blah, blah. No one cares. Xango brought two great things to the Network Marketing industry.

  1. A healthy juice that didn’t taste like car tires mixed with prune juice.
  2. Real Branding and Marketing.

Xango innovated and kicked butt in the industry, but now Xango is trying to hold their market share by claiming that the product is unique.

Newsflash: Your product is not unique once a copy cat hits Costco. It’s probably time to rethink the first to market junk and innovate again.

sys-con:

Consumer awareness of the mangosteen is steadily growing. An independent
market survey**, conducted in October 2006, showed that 6.2 percent of U.S.
consumers are now aware of the mangosteen, and some 5.3 percent have heard
of XanGo® Juice.  The introduction of pop star Hilary Duff’s new
fragrance, With Love, in September 2006, is another indication of the
mangosteen going mainstream and gaining recognition in pop culture.
Promoters of the fragrance exclaim that its "top notes" are of mangosteen
fruit and spices, while the scent’s "heart" also features the mangosteen
blossom.

While consumer awareness increased, so has the race to manufacture and
distribute products to capitalize on the growing popularity of the mangosteen. As the
category creator, XanGo Juice is the only product that purees the whole
fresh mangosteen — pulp and rind — into its proprietary formula.  Other
products use powders, extracts or select parts from the mangosteen but
still purport to deliver the "whole fruit."  This claim can be misleading
to consumers who are interested in the benefits of all the phytonutrients
included in the mangosteen.