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• The private sector now has a lead role in innovative sanitation in the Global South. • The Peepoo bag is a biodegradable toilet bag for use in informal settlements. • End users liked the innovation, but it failed to integrate into the regime. • Aid organizations and private sector form different epistemic communities. • The company failed to gain legitimacy for its product among donors. What is needed for the private sector to successfully establish itself as a key player in delivering sustainable sanitation in the Global South? The present paper aims to offer some answers to this through the case of Peepoople AB, a company delivering a single-use biodegradable toilet bag in informal settlements. The company aimed to but failed in combining sustainable development of sanitation and financial gain for investors. We suggest that explanations for the failure can be found in the interaction between the company and the development– and aid organisations already involved in sanitation development. Through Strategic Niche Management, we look at whether the company managed to create relevant social networks, expectation dynamics and learning processes. The company gained legitimacy with end users, but failed to gain legitimacy in the development sector as it did not prioritise the kind of learning and competence considered relevant in the sector. [ABSTRACT FROM AUTHOR] more...