LÝSI is the world leading fish oil producer from Iceland. A B2B giant in the sector, LÝSI came to CO/PLUS to generate further sales focused on end consumers. CO/PLUS began by consulting with the management on their entire value chain from producer to end consumer. Innovation opportunities were identified for LÝSI, which enabled direct access to end consumers and the growth of new revenue streams by creating both premium and standard products lines to address different target audiences and distribution channels.