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Repositioning : SelenoForce®
January 2008 . Volume 81

Sabinsa has been trying to market a product by the brand name of GarliSelect®. Sabinsa used a proprietary hydroponics technology to enrich garlic pods with selenium and reextract an array of garlic compounds and selenium amino-acids from it. Although Sabinsa tried to promote the selenium supplementation in the ingredient market, most of the customers saw it as a garlic product. Seeing that enriched garlic has a completely different connotation to the customers. Sabinsa embarked on a journey to reposition this ingredient as a selenium product. GarliSelect® was branded as SelenoForce®. Sabinsa has already seen customers getting interested in this concept and getting involved with the product.