In this study, the use of platform-based product family design of assembled products has been reconceptualised into a framework of platform-based design of non-assembled products for the process industries. As a point of departure, platform-based design is defined as shared logic in a company's activities, and a "function-based" leveraging strategy is employed to identify non-assembled products with similar characteristics and commonalities among product families, related production processes and raw materials. It is proposed that a production platform philosophy and platform-based design of non-assembled products should rely on Product platforms, Process platforms and Raw-material platforms that are well-integrated into common Production platforms, in an end-to-end perspective. However, platform-based design of non-assembled products may differ depending on whether company production relies solely on a captive raw material base or on purchased raw materials on the open market, or on both. The congruence of the development of Production platforms with the QFD methodology and House of Quality was noted in this study, as well as the simplicity of using the methodology on homogeneous products compared to multi-level hierarchical assembled products. It is argued that the proposed conceptual framework can be used in internal company discussions and reviews whether and how such an approach in product innovation can be a fruitful avenue to explore and adapt.