Andrew Lu launched Ludaxx in Utah in January 2010, promoting a "sugar-blocking" weight loss product through network marketing. The company's website initially restricts access, requiring users to click an affiliate link before revealing its dramatic marketing campaign.
Ludaxx marketing videos immediately play a dramatic score. The narrative claims an "epidemic" of sugar is "toxic" in food and drinks, posing a risk to everyone. This messaging suggests sugar addiction begins in childhood and "destroys lives."
The theatrical approach creates an expectation of an extreme solution. However, the company offers a weight loss product, not the "food and drink cleaning pills" or "teleportation devices" suggested by its intense promotional style. Ludaxx focuses on combating sugar consumption.
Andrew Lu founded Ludaxx in January 2010. He established the Utah-based company with his father, Jimmy Lu.
Jimmy Lu's biography details his experiences during China's "Great Culture Revolution." Schools closed, and he was sent to the countryside for "re-education" at age sixteen. There, he trained as a "barefoot doctor," working in areas with poor sanitation and limited healthcare. He learned basic traditional Chinese and Western medicine techniques.
Jimmy Lu started collecting and growing natural herbs, encouraging villagers to do the same. His efforts led to visible health improvements among the people and animals he served. He prioritized preventative health through proper nutrition and educating communities to manage their own health outcomes. After years as a barefoot doctor, he studied material sciences and engineering. He became a licensed attorney in China. Later, he received a Dean's Scholarship at the University of Utah, earning a Masters in Business Administration.
Jimmy Lu maintains a connection to his early training. He conceptualized a product formulation and a business plan combining these varied experiences.