How Reducose® went from from zero sales to multi-millions

“When the glucose trend started, we were ready.”

From overlooked science to lifestyle-led metabolic health: how HMT helped Phynova turn Reducose® into a category-defining growth platform

Background: Phynova is a science-driven nutraceutical ingredient company focused on metabolic health. Its flagship ingredient, Reducose®, is a patented extract of white mulberry leaf, clinically shown to reduce post-meal blood glucose spikes by slowing carbohydrate digestion.

Long before blood sugar entered mainstream consumer conversations, Reducose® already had strong clinical backing and a clear physiological mode of action. Yet at the time, blood glucose was framed almost exclusively as a medical and diabetic issue, owned by pharma, devices, and disease management.

This meant Phynova faced a familiar paradox: strong science, but a category that did not yet exist from a lifestyle perspective.

The Challenge

When we started working with Phynova, Reducose® was scientifically strong but commercially constrained. Blood glucose was framed as a medical issue rather than a lifestyle lever, making the innovation feel niche, clinical, or premature. As a result, the much larger opportunity, everyday blood sugar control for non-diabetics, remained untapped. The product was ready, but the market wasn’t.

#Challenge 1:
Blood glucose positioned as a disease topic, not a daily lifestyle concern

#Challenge 2:
Strong science without an emotional, empowering consumer payoff

#Challenge 3:
No clear category framing beyond diabetes and medical management

#Challenge 4:
Internal knowledge existed, but without a shared language or unified story

The Solution

Reducose® needed to move from a medical framing to a lifestyle-led metabolic health platform, without losing scientific credibility. Through HMT’s FourFactors® Brand Acceleration System, we ran a co-creation process with the full Phynova team. The goal was not selling harder, but thinking together about market, customer, and consumer success. Together, we:

#1 Defined the right category: Moved Reducose® out of “diabetes support” into everyday blood glucose & metabolic health, opening the door to lifestyle, prevention, and long-term wellbeing.

#2 Built a clear benefit ladder:
From rational efficacy → emotional payoff. This unlocked the core idea that still defines the brand today: “Take back control.” .

#3 Created a sharp elevator pitch & value proposition: Clarifying what Reducose® does, why it matters, and where it wins, in language customers and partners could finally use.

#4 Aligned the organisation around one model, one story: Turning unspoken knowledge into a shared language, direction, and story.

The Result:

“When the glucose trend started, we were ready.”

Key Project Outcomes

When consumer awareness around blood glucose finally accelerated, Phynova was ready. As glucose monitoring moved into lifestyle, influencer education (e.g. the Glucose Goddess) normalised blood sugar conversations, and GLP-1 drugs triggered interest in natural GLP-1 boosters, Reducose® was already positioned in the right place.

Category Creation: Reducose® helped open and define the lifestyle blood glucose & metabolic health space.
Commercial Acceleration: Growth from zero sales to multi-millions.
Stronger Customer Pull: Customers could clearly see how to win with Reducose® in supplements, food, and emerging personalised nutrition
Future-Proof Positioning: A platform that naturally extends into natural GLP-1 support and metabolic health, without chasing trends.

Our Methodology

FourFactors® Brand Acceleration System

Applied to reframe the category, identify the real competition, and unlock a lifestyle-driven growth platform. Co-Creation Workshops were used to align teams, surface hidden knowledge, and translate science into a shared, market-ready story.

How can we help?

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