About bonavita
Bonavita (also marketed as Bona Vita Philippines) is a Philippine health and wellness food brand best known for its powdered functional beverage products, particularly its Bona Vita 8-in-1 Coffee. The brand operates under Ed-Jire Herbal Products, a Philippine company founded in 2016, and markets products through its official website, social media channels, and major e-commerce platforms including Lazada and Shopee. [1]
Overview
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Brand: Bonavita (Bona Vita Philippines)
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Parent company: Ed-Jire Herbal Products
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Founded: 2016
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Headquarters: Pasig City, Metro Manila, Philippines
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Industry: Health & wellness food products
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Product category: Functional beverages, instant coffee mixes, powdered nutritional drinks
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Primary markets: Philippines, with international expansion stated as a long-term goal. [2]
History
Bonavita traces its origins to October 2016, when husband-and-wife entrepreneurs Edgardo Cerezo and Teresita Cerezo established Ed-Jire Herbal Products from a small 20-square-meter rented condominium unit in Mandaluyong City.
According to the company, its initial goal was to promote healthier beverage alternatives while creating employment opportunities. The company’s first flagship product, Bona Vita 8-in-1 Coffee, became the foundation of the brand and was later followed by additional powdered beverage and wellness products as the business expanded nationwide. [3]
Products
Bonavita’s portfolio primarily consists of powdered beverages marketed in the health and wellness segment.
Major products include:
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Bona Vita 8-in-1 Coffee – the company’s flagship instant coffee mix.
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BonaSlim 15-in-1 Coffee – a coffee blend positioned toward weight-management consumers.
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Bona Vita Collagen (Melon Flavor) – a powdered collagen beverage.
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Bona Vita Stem Cell Drink (Strawberry Flavor) – a powdered beverage marketed as a wellness supplement.
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Bona Vita UVA Iced Tea (Lemon Flavor) – an instant powdered tea drink. [4]
The company promotes many of its beverages as containing plant-derived ingredients and natural sweeteners. Product packaging also carries the standard disclaimer that the products are not intended to diagnose, treat, cure, or prevent any disease. [5]
Brand philosophy
According to Bonavita, its mission is to:
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promote healthier lifestyle choices,
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provide employment opportunities,
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manufacture quality wellness products,
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expand both locally and internationally.
Its stated vision is to become a leading manufacturer of healthy beverage products and eventually establish a global presence. [6]
Leadership
The company identifies the following executives:
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Edgardo Cerezo – Founder and Chairman
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Edgar Jireh Cerezo – Chief Operating Officer
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Genesis Grace Cerezo-Bagdonas – Chief Financial Officer [7]
Distribution
Bonavita products are distributed through multiple retail channels, including:
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Official company website
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Official Lazada store
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Official Shopee store
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Authorized distributors and resellers throughout the Philippines. [8]
Presence on Lazada Philippines
Within Lazada Philippines’ Groceries category, Bonavita primarily offers:
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instant coffee mixes,
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powdered collagen drinks,
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powdered wellness beverages,
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promotional bundle packs and multipacks.
The company advises customers to purchase only from its official online stores or authorized sellers due to the presence of counterfeit products being sold online. [9]
Marketing
Bonavita markets itself as a health-oriented beverage brand emphasizing:
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natural ingredients,
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convenience,
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wellness-focused formulations,
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Filipino entrepreneurship,
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direct customer engagement through social media and e-commerce.
Its flagship coffee has historically been promoted with the slogan:
“The Coffee That Makes Wonders.” [10]
Notes
Many Bonavita products are marketed as wellness or functional beverages. While the company highlights various health-related ingredients and customer testimonials, these products are classified as food or dietary products rather than medicines. Consumers should not interpret marketing claims as evidence of proven medical effectiveness, and any health concerns should be discussed with a qualified healthcare professional. [11]
