EXECUTIVE SUMMARY
A life sciences startup developing a patented low sodium micronutrient fortified salt faced a critical go to market inflection point. Initial paths, direct to consumer and government procurement, proved structurally misaligned due to high marketing costs, constrained price tolerance, and unviable unit economics.
Reoflux identified and validated a third pathway through B2B partnerships with established FMCG manufacturers. By repositioning the innovation as an ingredient platform, the company unlocked more than 15 million dollars in addressable opportunity, reduced go to market friction by 60%, and established a scalable and capital efficient route to regulatory compliant nutrition delivery.
Our Strategic Approach
Structured market analysis to align innovation, economics, and execution
The Challenge
Despite strong clinical validation, adoption stalled due to structural go-to-market constraints rather than product performance.
Our Proposition
Reposition the solution from a standalone branded product to a fortified ingredient platform integrated into existing FMCG value chains.
By embedding within incumbent manufacturers’ formulations, the model unlocked immediate distribution at scale, reduced regulatory and go-to-market friction, and aligned pricing with B2B cost structures—creating a repeatable, capital-efficient growth engine without incremental commercial overhead.
Shifted from a branded consumer product to a fortified ingredient platform embedded within existing FMCG ecosystems.
Leveraged incumbent manufacturers’ distribution to achieve immediate scale, while materially reducing regulatory, marketing, and adoption friction.
Aligned pricing with B2B cost structures, enabling a repeatable, low-capex growth model without incremental commercial spend.
Measured Outcomes Delivered
Capital-efficient GTM approach driving superior commercial, financial, and regulatory outcomes
KEY INSIGHTS
Leveraging nutrition innovation as a strategic differentiator
Structured, evidence-led GTM work translated a patented low-sodium, biofortified salt into a scalable B2B ingredient platform. The strategy reframed the product from a niche consumer brand to a plug‑in enabler for FMCG portfolios—anchored in hard unit economics, regulatory-ready claims, and alignment with shifting nutrition and sodium-reduction expectations.
Ingredient-Led B2B Wins
Focusing on FMCG manufacturers unlocked materially stronger economics than direct-to-consumer or government tenders. Positioning the product as a functional ingredient in high-salt categories allowed partners to absorb premium input costs, protect margins, and differentiate SKUs without asking end-consumers to change behavior or pay unsustainable price premiums.
Integration into Staples Outperforms
Embedding the innovation into everyday staples (such as condiments and processed foods) addressed multiple objectives simultaneously: sodium reduction, micronutrient delivery, and brand premiumization. This “invisible fortification” model leveraged existing distribution, brand trust, and institutional relationships—accelerating scale while keeping GTM investment and execution risk low.
Compliance Drives Advantage
Evolving nutrition and fortification norms make regulatory compliance the baseline, not the goal. The client’s patented, trial-backed formulation enables FMCG partners to move beyond minimum standards—using validated low-sodium, multi-micronutrient claims to lead on health credentials, pre-empt tighter regulations, and strengthen their social and ESG narratives with institutions and consumers alike.
By shifting the lens from consumer branding to ingredient integration, Reoflux helped transform a promising innovation into a scalable, capital-efficient growth platform while preserving long-term strategic optionality.
