As pet owners increasingly seek transparency, measurable health benefits, and tailored nutrition for their pets, the pet food industry is undergoing a significant transformation.
At the forefront of this evolution is Ollie’s “Foodback” loop, a data-driven system that leverages real-world pet health insights to create recipes designed for measurable health outcomes. Combined with cutting edge technologies such as AI-assisted LiDAR scans and microbiome insights, Ollie is hoping to lead a new era of personalized pet nutrition.
Brittany White, Ph.D., vice president, research, development and engineering/commercial enablement, and Tara Zedayko, chief science officer, Ollie Pets, will explain how incorporating consumer-driven health insights into pet food product development has become an essential strategy for advancing pet nutrition. And also, share insights into Ollie’s unique “Foodback” loop during their educational session at Petfood Forum 2025.
Moving beyond one-size-fits-all nutrition
For many years, pet food has followed a generalized approach, relying on broad market trends and historical data to guide formulation. However, this method fails to account for the unique health needs of some pets.
“The most important takeaway is the value of leveraging real-world pet health data to create recipes that deliver measurable health outcomes,” said White. “By integrating customer-driven insights into development through our ‘Foodback’ loop, we can move beyond one-size-fits-all formulations and deliver truly tailored nutrition.”
This approach is especially relevant today, as more pet owners are looking for not just premium ingredients but also tangible health results. With an increasing focus on wellness, demonstrating a direct link between diet and improved health outcomes is becoming a key differentiator in the pet food market.
How the “Foodback” loop works
Ollie’s “Foodback” loop is a dynamic system that continuously collects and analyzes pet health data. This includes factors such as digestive health, skin and coat condition, and weight, all of which are monitored through dietary information shared by the customers. By tracking these health outcomes, Ollie refines its recipes to enhance their effectiveness on both a macro and micro level.
The brand gains insights from this process, and guides dogs through the transition from their previous diet to Ollie’s food. Ollie provides health screenings, including stool photo analysis, to offer real time feedback on a pet’s progress.
“By analyzing stool photos, we can provide pet parents with immediate guidance on whether to slow down or continue moving toward a full Ollie diet,” said White and Zedayko. “Since each dog is different, personalized transition plans have led to longer, more sustained success with dietary changes.”
This level of personalization allows for smoother dietary transition but also helps to prevent digestive issues that often arise when switching pet foods.
AI and microbiome insights
AI-assisted LiDAR weight screenings and microbiome analysis are emerging technologies that can take personalized pet nutrition to an entirely new level. These tools provide precision in understanding a pet’s unique health needs and how their diet affects their overall health.
“LiDAR screenings allow pet owners to monitor their pets’ weight with incredible accuracy, helping us design recipes that align with specific caloric and nutritional needs,” said White and Zedayko. “Meanwhile, microbiome insights give us a clearer picture of how dietary components influence gut health, which is essential to overall wellness.”
However, implementing these advanced tools is not without its challenges. According to White and Zedayko, the sheer volume of data generated requires careful management and interpretation to ensure actionable insights.
The evolving role of health data in pet food
Looking into the future, the role of consumer health data in pet food is expected to expand even further. As more pet owners begin to turn to science backed nutrition to enhance their pets’ health and lives, brands that integrate real world health data into their product development will have a competitive advantage.
And Ollie is committed to staying at the forefront of this movement.
“We are excited to continue applying pet health data to the daily decisions pet owners make about their pets’ diets,” said White and Zendayko. “More data will lead to better decisions at both the recipe level and the pet level, improving overall health and wellness.”
Brittany White, Ph.D., vice president, research, development and engineering/commercial enablement, and Tara Zedayko, chief science officer, Ollie Pets, explain how incorporating consumer-driven health insights into pet food product development has become an essential strategy for advancing pet nutrition. They share insights into Ollie’s unique “Foodback” loop and will also discuss new screening technologies for ongoing product improvement and personalized pet nutrition using advanced tools like AI-assisted LiDAR weight scans as well as new metrics, such as mobility and microbiome insights. Their session, Leveraging a ‘foodback’ loop to integrate real-world pet health data into recipe design, product innovation, will take place on Tuesday, April 29, during Petfood Forum in Kansas City.
Petfood Forum and Petfood Essentials show dates are April 28-30, 2025, in Kansas City, Missouri, U.S. To stay informed on the latest event developments, go to PetfoodForumEvents.com.