Innovating a range of new and exciting pet-food products for
The Real Pet Food Company

China’s market for pets and pet-related goods has tripled over the past five years. People across the country are spending more on pampered dogs and cats than ever before. Recognising this trend, The Real Pet Food Company approached TSI to support developing a range of new product concepts in the fresh pet food category for China. 


Insights, Strategy, Innovation, Design


The Real Pet Food Company




Food & Beverage


The speed of market development in China means time is often of the essence. Understanding this, TSI worked with The Real Pet Food Company to conduct a new product development sprint. We would go from initial research to concept development in just 100 days. As a result of this work, we collected consumer attitudes and emotions around frozen, chilled, and balanced variables, as well as how to apply them in FMCG product delivery.


Market understanding • Qualitative consumer interviews • Product concepts • Quantitative product concept testing

Points of Difference

End-to-end consumer insights and NPD • New product ideation and pipeline development of 20 potential concepts in just 100 days • Size-of-prize forecasting

Beyond insight, the concepts we generated considered natural nutrition, wellness, allergies, and lifestyles.

TSI even leaned on Traditional Chinese Medicine to feed into the product concept ideation phase.

We also considered new business models to facilitate ways of delivering fresh food to pets faster.

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