Kenneth Brailsford founded Zija in 2006, aiming to market products derived from the Moringa tree through a multi-level marketing structure. Moringa, a tree native to Northwestern India's Himalayan foothills, grows widely in tropical climates. Its leaves contain essential amino acids, protein, and vitamins A, B, and C.
While much of the Moringa tree is edible, some retailers, including Earth Goodness Ltd, assert it treats conditions like cancer, diabetes, arthritis, herpes, and HIV. Zija, however, promotes Moringa with a more cautious approach.
Brailsford stated he launched Zija after learning about Moringa on the Discovery Channel. The company describes Moringa as "making strides in various societies for thousands of years" and continuing "to amaze the scientific world with its amazing balance of antioxidants, minerals and amino acids." Zija claims its products improve digestion, vision, mental clarity, and overall well-being. They also cite reductions in symptoms associated with fatigue, diabetes, high blood pressure, arthritis, and aging. Improved skin and positive mood are additional reported benefits.
But Zija also states its Moringa products are not formulated to cure or treat any diseases, symptoms, medical conditions, or ailments. This disclaimer sets Zija apart from other, more aggressive claims circulating about Moringa's medicinal properties.
Zija markets a product line built around Moringa as a key ingredient. The Zija Smartdrink, the company's initial offering, is available in 163ml cans, powder form, and as the XM3 energy drink. Zija describes the Smartdrink as "100% natural, Halal and Kosher certified," containing "more than 90 enzymatically active and bio-available nutrients" and ingredients rich in vitamins, antioxidants, minerals, omega oils, and vital proteins.
The company also offers weight management products in two varieties. These products primarily function to suppress appetite.