The LIMU Company no longer exists as an independent business. The product does. Those two facts get conflated constantly, and this page exists to separate them.
The sequence
Four names, one product line:
1. The LIMU Company, the original business built around the Tongan seaweed drink. 2. ARIIX acquired it. ARIIX was a broader health and wellness company and LIMU became one brand among several. 3. ARIIX rebranded as NewAge, bringing its various lines under one identity. 4. NewAge was acquired by Partner.Co, which makes and distributes the products today.
The LIMU brand name survived every step, which is why you can still buy something called LIMU Original from a company you may never have heard of. It also explains why old support numbers and old websites lead nowhere. We covered that separately in how to reach support.
Is the product the same?
We get asked this several times a month and the honest answer is: same idea, meaningfully changed formulation. Here is the sequence, as far as we have watched it over more than ten years of selling it.
1. At first release it was dark green and hard to drink. All the seaweed came from around Tonga. People held their nose. 2. Organic fruit purees were added to make it drinkable: mango, papaya, pear and apple. 3. Papaya was dropped, which in our view improved it. 4. A cold-pressed extraction method was introduced before the sale to ARIIX, which the company said substantially increased the fucoidan content. 5. Sourcing was diversified. The blend is no longer drawn solely from Tongan waters.
That last point is worth being straight about, because a lot of marketing around this product, including some of ours, has described it as Tongan seaweed full stop. Tonga is where limu moui grows and where this product came from. It is not the only source in the current blend. If provenance is the reason you buy it, that is a question to put to Partner.Co directly rather than to take from anyone's marketing.
Why the product survived the sales
Because it sells. That is the whole reason, and it is more reassuring than a sentimental one: brands that get carried through three acquisitions are carried because somebody ran the numbers each time.
Whether the current formulation is better or worse than the 2010 version is not something we can measure, and anyone telling you confidently either way is guessing. What we can say is that it is a different drink from the one people remember holding their nose for.
Where to get it now
From Partner.Co directly, or from an authorized seller such as us. It is not a retail product and it does not turn up in shops. The reasons to avoid marketplace listings are in where and how to buy LIMU online.
What the seaweed actually is, and what the research on its best-known compound does and does not show, is in our fucoidan guide.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
More on this subject: Partner.Co & the Brands