A client approached Alimentarius to market and formulate a product with regulatory compliance in the EU, US and Australasia. In addition to factors such as costs and efficacy Alimentarius also considered trade and cultural barriers. We formulated a product that met all the criteria specified by our client, but also avoided using several ingredients which consumers considered ‘unhealthy’. Coupled with appropriate marketing this greatly increased the finished products’ appeal without adversely affecting production costs, taste, efficacy, or shelf life. The benefits provided by the advanced formulation we provided to our clients quickly translated to rapid penetration into well-established markets and significant sales growth.