Asantae was founded by its current CEO, Keyvan Taheri, cardiovascular surgeon Dwight C. Lundell, current company President Jeff Jordan, and current COO Dan Lundell. Headquartered in Scottsdale, Arizona, its flagship product is HeartShot™, a nutritional program developed to improve cardiovascular health. It is also currently marketing a weight loss supplement, an antioxidant gourmet coffee, and a natural antiseptic product.
The company’s marketing efforts are based on a multi-level structure, with distributors signing up by purchasing a “Director’s Pack” which includes product samples and a copy of a book on heart health by Dr. Dwight Lundell.