We designed a website that gives dog owners a more powerful voice, combining their firsthand knowledge of their dogs with Purina’s deep nutritional expertise. Owners provide all kinds of data about their dog — from basic information like age, breed and size to the kinds of unique traits and preferences that owners know best. The site also lets users set nutritional goals, and even indicate whether they prefer a food made without soy or grains.

When a dog’s profile is complete and an order has been placed, each blend is packed in a personalized bag with the dog’s name and photo and shipped straight to the owner’s doorstep. Profiles and food blends can be updated online anytime, and whenever owners have a question or concern, they can connect with a live expert 24/7.

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 the best nutrition for their individual dogs.

Several rounds of prototype testing gave thousands of dogs and their owners the chance to experience Just Right. Their responses confirm our belief in the power of this new platform:

“Not every company is willing to go that far and invest what they need to more closely meet the needs of their customers."

“Purina’s looking at what’s next, what people want, what people need.”

“Being able to take it and make it your own, it makes me think, ‘Yeah, this could be the next dog food I love.’ ”

Currently available in select U.S. markets, Just Right will expand in phases throughout 2014 and beyond, allowing Purina to maintain the high standards of quality and service that this uniquely tailored experience demands. In the future, the brand will look at ways to offer even deeper customization options and help connect people with local resources and content that can enrich their pets’ lives.

By treating dog owners not only as customers but as true partners in caring for pets, Just Right aims to dramatically change what people should expect from an ultra premium dog food.