The paper presents a product case study tracing the challenges of commercialization from research and product development to market launch. Envirox? is a diesel fuel additive containing nanoparticles of cerium oxide, which enables fuel efficiency gains alongside reductions in harmful emissions such as black carbon (soot). The case traces developmental stages from lab experimentation and performance data sets, to raising finance, securing manufacturing capability and market testing in Hong Kong and the UK. The paper raises a number of generic and specific issues facing innovative small, university spin-out companies engaged in introducing nano-products to the market-place.