Killa Vanilla is a natural vanilla scent that helps reduce your cravings for cake, sweets, chocolate, desserts and fizzy drinks. Basically, anything that’s had sugar (and then more sugar) added. Led by Chris Huntly-Gordon, the brand combines cutting-edge science with a strong sense of purpose to tackle some of today’s most pressing health challenges.
With a unique focus on using scent to combat sugar cravings, this trailblazing company is helping people transform their health and break free from the grip of sugar addiction.
Chris (right) and co-founder Dom
After spending a decade in real estate, acquiring and managing projects worth over £1 billion, Chris thought it was hard to innovate in this industry, especially with a restrictive planning system.
Regeneration provides a crucial role in revitalising urban areas, but Chris wanted to go further in making more of an impact in people’s lives.
This led to years of volunteer work mentoring young men at risk of entering the prison system, inspiring him to pursue a more purpose-driven path.
Chris’s love for fitness and self-improvement played a significant role in shaping his vision. “Life, to me, is about growth and serving others,” he explained, and this ethos became the foundation for the Killa Vanilla brand.
The genesis of Killa Vanilla
The idea for Killa Vanilla emerged from an unusual encounter on a train in 2011. Chris observed care workers using cotton wool dipped in ointment to mask unpleasant odours. Intrigued, he began exploring how scent could be harnessed in practical, transformative ways, especially its ability to trick the human brain. By 2016, with a £30,000 EU grant from South Bank University, he had begun investigating the potential of scent to suppress sugar cravings.
Golden vanilla, a distinct variety of vanilla that is known for its rich, aromatic properties, quickly stood out. Unlike synthetic alternatives, golden vanilla harnesses the natural complexities of vanilla, making it particularly effective for evoking sweetness through scent alone. Chris developed this further, spending a year finessing the scent to actually mirror the common note found in sugary food and drinks. Its olfactory stimulation replicates the brain's reward response typically triggered by sugary foods, making it a powerful tool for reducing sugar intake and promoting healthier habits.
“With the obesity and Type 2 diabetes crises, we knew we were onto something that could make a real difference,” Chris said. The team then developed a vanilla-scented inhaler that was specifically designed to stimulate the brain’s reward system.
Making the vision a reality
Refining the product and preparing for launch was no small feat. Chris and his co-founder worked tirelessly, partnering with biochemists to develop a scent that mirrored the common note found in sugary foods.
After rigorous testing—including personal trials—the product proved its effectiveness. Chris successfully overcame his own sugar binges, while his co-founder lost 8 kg in just 16 weeks.
In January 2020, Killa Vanilla officially launched. The company has since helped over 85,000 customers transform their health.
Many have shared incredible stories of reversing Type 2 diabetes and pre-diabetes, achieving significant weight loss and finally breaking free from decades of sugar addiction.
“The feedback has been amazing,” Chris shared proudly. “It’s incredibly rewarding to know we’re making a real impact on people’s lives.”
Wider health benefits
While weight loss is a significant outcome for many, the benefits of going Killa Vanilla extend far beyond the scales. “Excess sugar is linked with many health issues,” Chris explained. “It fuels inflammation, oxidative stress, and hormonal imbalances, which can increase the likelihood of developing conditions ranging from brain fog to PCOS, and even Alzheimer’s disease—now often referred to as Type 3 diabetes.”
For Chris, the personal benefits he has experienced include improved energy levels, fewer sugar crashes and better dental health. Customers have reported similar transformations, with many describing Killa Vanilla as life changing.
However, educating customers about such a new and innovative product has been one of Killa Vanilla’s biggest hurdles. “The concept is so novel that it naturally invites scepticism,” Chris said. To address this, the company underwent a rebrand 18 months after launching, refining its messaging to emphasise long-term habit change.
Social media has been a key tool for raising awareness. Killa Vanilla maintains an active presence on Instagram and TikTok, posting daily content and collaborating with influencers to spread the word. While these efforts have been effective, Chris and his team are still heavily focused on boosting the brand’s visibility and educating consumers.
A major milestone
After five years of tireless effort, one of the company’s proudest achievements was securing a patent. “It validates the uniqueness and innovation of our product,” Chris said. “In an industry crowded with overhyped solutions, having this recognition sets us apart.”
Killa Vanilla is partnering with the UK’s leading academics in this specialist field, to conduct further research into the science behind their product. “This collaboration will add even more credibility and strengthen our intellectual property,” Chris added.
Chris credits GS1 UK with providing vital support along the way. Winning a GS1 UK competition opened the door to a partnership with Ideal World, offering the brand a powerful platform to reach new audiences and educate consumers. “It’s been a transformative experience,” Chris said. “We’re incredibly grateful for the opportunity.”
What’s next?
Killa Vanilla has ambitious plans for the future. The company has its sights set on international expansion, with a particular focus on entering the US market. New product lines are also in development, including savoury scents designed to tackle cravings for crisps, as well as solutions for other unhealthy habits.
Building a stronger customer community is another priority. “We want to create a network of ‘killas’—people who’ve successfully broken their sugar habits and are living healthier lives,” Chris said. “While we guide individuals through a 12-week programme, there’s an opportunity to foster a more interactive and supportive community.”
Reflecting on his journey, Chris offered three pieces of advice for aspiring entrepreneurs:
Believe in your mission: “your passion will carry you through the tough times,” he said.
Anticipate challenges: “building a business takes grit and patience. Always remember that success doesn’t happen overnight.”
Focus on consistent progress: “even small daily efforts can lead to significant achievements over time. Celebrate these small successes but don’t lose track of the big picture.”
As Killa Vanilla continues to grow, Chris remains focused on his mission to help people lead healthier lives. “There’s no substitute for hard work and purpose,” he said. “When you combine those with perseverance, anything is possible.”