Just Right
Disrupting Pet Food Through Personalized Nutrition

How can a big pack­aged goods brand cater to peo­ple who want the absolute best for their pet?

Com­pe­ti­tion in the dog food aisle is intense. Every day, it seems a new play­er comes on the scene with a new” point-of-view for what’s best for your dog. But we’re talk­ing about off-the-shelf bags of food – an indus­try that most peo­ple don’t think has inno­vat­ed much of late. Using that as a base­line, how could we trans­form the way peo­ple care for their dogs? This would require a new line of think­ing, and quite pos­si­bly, uti­liz­ing tech­nol­o­gy in new ways.

There’s a way to deliv­er a new lev­el of qual­i­ty, pre­mi­um feel and exper­tise. Per­son­al­ize it.

Purina knows dogs. But no one knows your dog as well as you do. 

We saw how brands in other categories were using personalization to deliver exceptional products and services. So we teamed with Purina to create this new high-end offering that would surpass competitors by giving dog owners a more active role in finding the right nutrition for their pets. 

With the spring 2014 launch of Just Right, Purina became the first major pet care company to embrace this approach. 

By treating dog owners as true partners in caring for pets, Just Right aims to dramatically change what people should expect from an ultra premium dog food.


Just Right marks a major evo­lu­tion in the world of pet food. Instead of select­ing from a range of ready­made choic­es in stores, con­sumers can work direct­ly with Puri­na to deliv­er nutri­tion for their dog that’s per­son­al­ized to their pre­cise specifications.


We designed a site to give dog own­ers a more pow­er­ful voice, com­bin­ing their first­hand knowl­edge of their dog with Purina’s deep nutri­tion­al exper­tise. Own­ers input data like age, breed and size along with unique traits and pref­er­ences that own­ers know best.


When a dog’s pro­file is com­plete and an order has been placed, each cus­tomized blend is packed in a per­son­al­ized bag with the dog’s name and pho­to, and shipped straight to the owner’s home. Have a ques­tion? Con­nect with a live expert 247.