Nestlé Purina: Addressing Consumer and Value Chain Challenges in Cat Litter

The project was motivated by a strong desire from the partner to address the persistent weight issue associated with clay-based cat litter, a significant challenge for both consumers and the value chain. Clay-based litter, being essentially pure clay, is heavier than water, making it costly to transport and difficult to handle. To tackle this problem, the project focused on identifying technologies that could provide a viable solution. They also aimed to gain a clear understanding of the potential impacts on the business model and existing market channels, ensuring that any solution would be both innovative and commercially viable.

OBJECTIVES

The company aimed to develop new product solutions within the pet care industry by introducing low-density litter to the market. Their focus was on uncovering innovative process technologies, sourcing options, and exploring various product design and technology alternatives.

WHAT WE DID TOGETHER

Through thorough research and strategic engagement with the ecosystem, the team gained a deep understanding of the industry’s challenges and opportunities. This extensive analysis led to the development of a Technology Effects Map, a valuable tool for comparing various alternatives based on what they do rather than how they work. During this process, the team uncovered an overlooked solution that had previously been underutilised. This discovery laid the groundwork for exploring a potential product launch, effectively aligning with and addressing the primary objective.

THE OUTCOME

The project facilitated the development of a Technology Effects framework focused on evaluating technologies based on their tangible impacts rather than their intricate workings. This approach also led to the creation of a comprehensive road map and a leading product, achieving the fastest growth rates the category has ever seen. By emphasizing the importance of assessing technologies through their strategic alternatives and real-world effects, the project fostered a dynamic and forward-thinking perspective in the rapidly evolving landscape of innovation.