How to position and transition a pharmaceutical product to OTC.


  • Refocused positioning on taste, giving diabetics the hope of enjoying chocolate safely again.
  • Reassured health aspects of the product and differentiated these via simple to understand clinical results.


  • Product is launched nationally in 1998.
  • Product achieves national distribution and sales objectives in less than one year.
  • In 2014 the brand achieved $500 million in domestic sales

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