It’s a bit like the Weight Watchers of feline and canine nutrition that Royal Canin (Mars group) is launching this week. This leader in the petfood industry, alongside Purina (Nestlé group) is taking advantage of the national congress of the French Association of Veterinarians for Companion Animals to announce the creation of a new brand called Royal Canin Individualis.
Beyond the simple marketing effect, this innovation makes it possible, only on veterinary prescription, to offer a suitable diet in its recipe as its daily portion to animals suffering from multiple pathologies (kidney problems associated with bone disorders, or dental problems associated with digestive disorders …). “More than 10,000 recipes are possible. In addition, the animal has its name on the package and its owner has a weighing pan to deliver the daily portion recommended by the veterinarian,” explains Royal Canin CEO Loïc Moutault. It took seven years of research and development for Royal Canin to achieve its goals. “The most complicated thing was to find an economic model by interesting our veterinary partners because the value chain for this type of product is completely reversed. It’s also a digital tour de force, ”explains the manager who hired Pierre-Charles Parsy, a former IBM executive, as vice-president in charge of digital.
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Factories and a dedicated laboratory in the south of France