With its Just Right by Purina product, launched in fall 2014, Nestle Purina PetCare is hoping to offer consumers the same level of choice when it comes to feeding their dogs. The Just Right web-based brand combines a pet owner’s knowledge of their dog with Purina’s nutritional expertise to produce a personalized feeding experience, delivered in a package that is also made to order.
According to Purina, research has found that nearly 70% of dog owners want a food to help support their dog’s unique needs 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.”
As Lester explains, dog owners help create the custom blend by visiting JustRightPetFood.com, where they are asked to answer specific questions about their dog, including age, activity level, breed, and body condition. Also taken into account are a dog’s nutritional needs such as weight management and a dog’s skin and coat health. During the process, pet owners can select chicken, lamb, or salmon as the first ingredient for their dog’s food, as well as whether grains and soy should be included. Based on the information collected and a proprietary algorithm generated by Purina, owners receive a recommendation for a formula personalized to help support their dog’s health.
