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Noni is a lumpy, mango-sized fruit that is yellow in color. It is one of the world’s most potent fruits. It comes from the Morinda Citrifolia tree which is a small evergreen in the coffee family and native to Southeast Asia and Australasia. Noni is known as the “Ultimate Digestive Bitter”. It is very high in minerals and fiber which supports healthy digestion, blood sugar and cholesterol levels. In addition noni supports healthy serotonin levels for improved brain health. Noni from PURE is unique from other noni products in that it is organic, wild harvested and naturally processed to capture its full essence. Each one ounce serving contains 30,000 mg of noni with no added sweeteners, fillers, fruit juices or water.