Herbalife-Focused Business Joins Sherman Phoenix

Site of Sherman Phoenix Marketplace, 3536 W. Fond du Lac Ave. Photo taken Sept. 11, 2023 by Sophie Bolich.

Cinnabar Nutrition markets itself as a “healthy hangout,” but don’t expect to find salads on the menu. Instead, the cafe serves up chocolate-drizzled waffles, brightly colored teas and frosty shakes — and don’t forget the sugar-free whipped topping.

Owner Tana Jeter held a grand opening for the six-year-old business in December at Sherman Phoenix Marketplace. The new location, 3536 W. Fond du Lac Ave., replaces its former site at Bayshore in Glendale.

But how does Cinnabar’s indulgent-sounding menu equate to health? It depends on your interpretation of the word. The cafe is centered on the use of Herbalife products, including protein powders, teas and Prolessa® Duo, which is promoted as a weight-loss product.

Herbalife, a multi-level marketing company, sells nutritional products, dietary supplements and skincare formulas through a large network of independent distributors. These products are promoted as targeting a wide range of conditions, including digestive health, heart health, energy and fitness, immunity and more.

The menu at Cinnabar offers a variety of shakes in flavors like banana caramel, lemon pound cake and Dutch chocolate, with add-ons such as protein, fiber, probiotics, collagen, digestive boosters and fat reducers.

Teas come in flavors like peach, raspberry, gummy bear and cotton candy. The offerings are divided into four levels, according to their health benefits. The highest, priced at $10, includes aloe, NRG, B-vitamins and caffeine.

Additional beverages include hot and iced coffee with an optional protein boost, beauty drinks, recovery boosters, immuni-teas, and powdered greens. To eat, Cinnabar serves parfaits, waffles, mini and baked doughnuts, acai bowls, protein bites, cake pops, soup and overnight oats.

Jeter, who has been involved with Herbalife for more than a decade, incorporates the company’s products into most of her menu items, also selling full-sized versions in the cafe’s retail space.

Since its founding in 1980, Herbalife has faced numerous legal challenges, including a significant 2016 settlement with the Federal Trade Commission. As part of the settlement, Herbalife agreed to pay $200 million to customers and restructure its business model to de-emphasize recruitment.

The global nutrition company falls outside the scope of the Food & Drug Administration; however, many of its products are certified by NSF International, according to its website. Headquartered in Los Angeles, Herbalife reported more than $5 billion in net sales in 2023.

In a plan of operation submitted to the Department of Neighborhood Services, she describes the café as “a holistic health and wellness experience that goes beyond fitness.” The document also outlines additional offerings, including personalized nutritional guidance, wellness evaluations, and community workshops — all supported by certified wellness instructors and health professionals.

Cinnabar Nutrition is open Tuesday through Friday from 7 a.m. to 3 p.m. and Saturday from 9 a.m. to 3 p.m. The cafe is closed Sundays and Mondays.

Jeter did not respond to multiple requests for comment by the time of publication.