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.