We were brought in to help Butternut Box understand whether there was space for a new cat food brand and, if so, what the winning customer proposition should be. As well as reviewing data and developing early hypotheses, we talked to cat owners. We got to know their cats and them, what was their true challenge? And we looked for the spaces where Butternut could stand apart in the cat food market.

Cat owners love their pets deeply, often treating them like children and accepting behaviours that would be classed as ‘problems’ in dogs. Their cats are adored, indulged, and firmly in charge, which makes feeding particularly stressful and frustrating when cats reject food unpredictably. Owners felt existing brands didn’t ‘get’ cats’ quirks – their fussiness and need for variety. They craved a brand that understood their emotional relationship with cats, offered genuinely cat‑first nutrition, and made feeding reliable and joyful. Owners wanted food their cat will consistently love – fresh, varied meals that respect cats’ distinct needs.