Purr-fect Display Leverages Sustainable Luxury for Purina Fancy Feast Launch

Sustainable and Luxurious Retail Display Innovation Elevates In-Store Experience for Gourmet Cat Food Shoppers

Purina Fancy Feast set out to redefine luxury in the gourmet cat food market with an ambitious product launch. Faced with the challenge of creating a premium display that was both visually striking and environmentally responsible, Purina sought innovative solutions to captivate discerning pet owners. Their collaboration with Smurfit Westrock resulted in a sophisticated, sustainable and award-winning display that exceeded expectations.

The Challenge

Purina, a trusted brand among pet owners, was looking for a premium display to launch its Fancy Feast product line. The design needed to blend luxury and sophistication, appeal to gourmet cat food buyers, hold up to 96 cans and meet a zero-plastic sustainability standard while standing out in busy retail environments.

The Approach

Purina partnered with Smurfit Westrock to turn their vision into reality. Our packaging engineers crafted a robust multi-level structure that balanced strength with an upscale design. The elegant floor stand incorporated distinctive details, including die-cut cat ears, a three-dimensional heart and gold detailing for enhanced visual appeal. All components were manufactured in-house using recyclable, fiber-based materials. The display was pre-assembled with a Knock-Down Flat (KDF) base, allowing it to ship efficiently while minimizing in-store setup.

The Result

Captured shoppers' attention with a sophisticated, sleek and eye-catching design.
Enhanced Fancy Feast's reputation for luxury through premium branding.
Reinforced Purina’s commitment to eco-conscious practices by using sustainable materials.
Reduced shipping emissions and setup time with Knock-Down Flat (KDF) efficiency.
Supported the successful U.S. launch of the Fancy Feast product.