Case Study: When the Stars Align… Until They Don’t

The client came to us with a clear goal: they wanted a sound strategy and a launch plan that would carry them into the pet food market. This was more than a product launch; it was the company’s entry into an entirely new category, and the investor behind the brand was focused on seeing a strong return. BSM Partners was ready to deliver. 

Together, we built the foundation with research, formulas, and manufacturer relationships designed for success. Months of preparation ensued. Through savvy market research, we identified their target audience. We painstakingly perfected formulas and secured a contract manufacturer. Every detail aligned. The launch was within reach. 

Then came the call. Without warning, the contract manufacturer announced they were no longer able to see this project through. Those months of planning suddenly hung in the balance. Relief followed when they introduced a co-manufacturer replacement. For a brief moment, it felt like the project was back on track. Phew.  

However, when launching a product, always expect the unexpected. The next twist proved more damaging to the overall project. The new manufacturer requested that ingredient sourcing and benchtop trials be managed by an outside consultant without extensive experience in pet nutrition, rather than BSM Partners. Hoping to maintain momentum, the client agreed. As one can imagine, adding more cooks to the kitchen isn’t always the best way forward, and what followed was chaos. Unapproved ingredients were substituted. Raw materials were mishandled. This leads to products getting stuck in trials and nutrient profiles not in compliance with AAFCO recommendations. Products failed to form at the factory level, and complete-and-balanced meals did not meet AAFCO requirements. Tens of thousands of dollars were lost in unsellable product, wasted ingredients, and a failed trial. Beyond the financial cost, the timeline slipped, and the launch itself was in jeopardy. 

The root cause was clear. Without specialized pet food expertise, even small missteps triggered costly setbacks. In this industry, the margin for error is slim and the consequences are steep. For many, this would have been the breaking point. In pet food launches, challenges are inevitable. The real test is how you respond. 

That is when BSM Partners stepped back in. The team mobilized with one focus: to get the project back on track while recovering lost time at the lowest possible cost. We worked directly with the manufacturer and blending company to uncover what had gone wrong, investigated new suppliers, and streamlined processes to make production more efficient. Within two months, a second trial was underway. This time, the products formed correctly. They met AAFCO requirements. The launch was saved. 

This success demonstrates why pet industry expertise matters. Pet food development involves unique regulatory requirements, precise nutritional standards, and complex manufacturing processes. Navigating these challenges requires a dedicated team with deep, hands-on knowledge of the pet space. With BSM Partners, the client not only recovered their launch but also gained the stability and confidence to move forward. 

At BSM Partners, we believe resilience is the foundation of innovation. Success does not come from flawless plans. It comes from adaptability, problem-solving, and unwavering focus on the end goal. In pet food, every launch carries high stakes for brands, for retailers, for investors, and for the pets and pet parents who are counting on you. When the unexpected threatens your launch, the right partner makes all the difference. 

If your project feels like it is hanging by a thread, let’s talk. We know how to turn setbacks into success stories. 

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About the Author

Beth Jarvis is the Director of Product Innovation at BSM Partners. Throughout her career, she has been responsible for delivering new products to the pet care market from ideation through all stages of development, both domestically and internationally. As a mother, Beth leads a busy life at work and at home, and juggles it all with grace.