The Brief

Now more than ever, pet parents will go to great lengths to take care of their fur babies. They are willing to spend a premium on food, products, and services that will benefit their pet’s health. This has opened up new opportunities in the pet tech industry. Purina needed a digital solution to keep up with ever-evolving customer expectations. So they decided to stake a claim in a new product category -- analyzing your pet’s microbiome to create a tailored plan for supplements and nutrition.

The Challenge

The newness of the product category and the product itself introduced unique startup challenges – fast turnaround, flexible problem solving, and rapid product iteration – adding urgency and pressure to what was already an innovative product. Merging the worlds of science and technology required a unique integration of skills and knowledge. We knew we’d have to merge the complexity of lab testing and scientific analysis with our expertise in product development and computer science.

Our Approach

We deployed a team capable of making product updates within hours, allowing us to stay nimble and react extremely fast to customer feedback. We worked closely with world-class scientists to refine our algorithms. At the final stage of development, we were able to deliver a system that could track, compare, and analyze your pet’s microbiome over time. By owning these test results, Purina could upsell uniquely relevant products and have complete customer lock-in. Capturing this market represents long-term retention of recurring, high-margin purchases (food and supplements) for a price insensitive category (pet wellness).

The Metrics

TRACKING & ANALYZING TOOL | PERSONALIZED PET NUTRITION | PET HEALTH & WELLNESS

50+

biomarkers processed by our algorithms

10,000+

data points stored from every test

5,000+

tests processed

About the Company

Nestlé Purina Petcare, or simply Purina, is an American subsidiary of Nestlé, based in St. Louis, Missouri. The award-winning manufacturing company holds 23.1% of the global pet food market and has been around for over 90 years. It produces and markets pet food, treats, and cat litter. Purina embraces innovation and is always striving to shape the future of pet care. Some of its pet food brands include Purina Pro Plan, Purina Dog Chow, Friskies, Beneful and Purina One.