Lyxumia® is a new disposable injector, intended to help people with type 2 diabetes. Each injector provides fourteen doses of medication (available in two dose strengths) that are delivered by self-injection. The design prioritises safety, usability and comfort; which are of critical importance to many users for whom Lyxumia® will be their first experience of self-injection. The product is simple to operate, with an innovative mechanism that multiplies the force applied by the user, making doses smooth and easy to deliver. Distinctive grip features, colors and graphics are applied to enhance product differentiation.