Dog food gets personal with custom packaging

摘要

For the first time in the U.S., a major pet food manufacturer is producing personalized dog food for your pooch-Just Right by Purina. The idea behind the concept blends together a dog owner's firsthand awareness of his/her pet's needs with Purina's established nutritional expertise to develop a personalized feeding experience for individual dogs. Dog owners will have the option of personalizing the packaging by including a photo of their dog and adding his or her name on the package. Also, the package will include feeding instructions tailored specifically for each dog. Brian Lester, director of marketing, Just Right by Purina, comments on the packaging design. "We looked at other consumer product categories, such as music, food, beverages and technology, and saw the broader trend of personalization and customization. Our consumer research showed that 70% of pet owners want more input in and control of their pet's food. While we use existing industry packaging for our dry food bags, we are the first major pet food manufacturer to apply personalization techniques to the packing labels, including dog photo, blend name, personalized feeding instructions and product features/claims."