Nestlé Purina Launches Personalised Dog Food in US

29 Oct 2014 --- Nestlé Purina has announced a new personalised dog food product in the United States to help support specific nutritional needs, the first time a major pet food producer has moved into the personalised food category for dogs in the U.S. market.

The product, Just Right by Purina, is derived from a mixture of a dog owner’s knowledge of their pet, including age, breed and physical condition, and Purina’s nutritional expertise.

“By inviting dog owners to tell us the things only they can know about their dogs, we are able to provide a personalised blend optimised to that dog’s individual nutritional needs,” said Brian Lester, director of marketing for Just Right by Purina.

The product launch is an extension of Nestlé Purina’s nutritional pet food work, coming months after it began selling a new super-premium dog food in Brazil and following its recent agreement with the University of Montpellier in France to strengthen plant protein development for petcare food.

Just Right by Purina is available to dog owners only in the U.S. at this time through JustRightPetFood.com. A personalised food product for cats is also being explored.

Purina research has found that around 70% of dog owners would like to buy dog food that is tailored to their pet’s unique needs and preferences.

Dog owners start the ordering process on the JustRightPetFood.com platform by answering various questions about their dog, including age, activity level, breed, and body condition. Other factors taken into account include a dog’s weight and coat health.

Based on the information collected and a proprietary algorithm developed by Purina experts and nutritionists, pet owners will receive a Purina recommendation for a personalised food product. All Just Right by Purina food product formulas meet or exceed the Association of American Feed Control Officials complete and balanced standards.

Pet owners can select chicken, lamb or salmon as the first ingredient for their dog’s food, and can indicate whether others, such as grains and soy, should be included. The aim is to deliver the most beneficial food for the dog.

A team of Just Right experts is available 24 hours a day via online chat, email and phone to help guide pet owners through the ordering process.

Owners also have the option of personalising the food packaging by including a photo of their dog and adding his or her name on the bag. The packaging will include feeding instructions tailored specifically for each dog.