In the pursuit of crafting essential oil products that resonate with consumers of the 21st-century, Furley Bioextracts took significant steps into innovation. Furley Bioextracts and Enterprise@APU co-organised the APU Sandbox (ASBX) Business Challenge over the summer between 12 June and 8 August 2023. The business challenge is a unique event for students to have real-word access to the new product development at Furley Bioextracts, a reputable Contract Original Equipment Manufacturer with over three decades of experience as manufacturer of extensive line of goods. The student participants were tasked to work towards go-to-marketing strategies and explore new business model innovation to attract the continuously changing preferences of modern consumers.