Personalized petfood is Just Right

8Nestle Purina PetCare launched in fall 2014 the line Just Right by Purina, and it’s hoping to offer to consumers the same level of attention and choice when it comes to petfood and how healthy the dogs are eating. The Just right brand combines a dog owner’s knowledge of their four-legged, barking pet with Purina’s expertise on nutritional values to produce a personalized feeding experience, delivered in a package made to order.


Research has found that nearly 70% of people who own dogs want that food help satisfying their dog’s unique need and preferences. “Dog owners are looking for ways to provide the best solutions for their dogs,” says Brian Lester, Director of marketing for Just Right. “by inviting dog owners to tell us things only they can know about their dogs, we are able to provide a personalized blend optimized to that dog’s individual nutritional needs.”.

Pet owners will help create the blend by visiting, where the will be asked to answer questions about their dog, taking into account a dog’s nutritional needs, such as weight management and skin and coat’s health. During the process, dog owners can select different kinds of meat and fish as a first ingredient, as well as grain or soy; based on the data collected and on a algorithm generated by Purina, owners will receive a recommendation for a personalized formula.


Customers then can name the original blend and upload a picture of their pet to be put on the label: products are packaged in a 6-lb (2.7 kg) multilayer plastic bag, with the signature of the person responsible for creating the personalized blend as well as information about the blend, and the possibility to order the product in 6,12 or 24-lb quantities.

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