A new Norwich-based online businesss is hoping to revolutionise the way dog owners feed and care for their pets while also creating new jobs.

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Pawtions, which has been set up by businessman Steve Turton, owner of marketing agency The Line, aims to provide a calorie-controlled diet of high quality dry dog food, combined with other K9 essentials such as flea and worming treatments, poop bags and treats – all delivered to the owner’s door every four weeks.

Mr Turton, who has been working on the idea for six years, said the new business has worked with premium pet food manufacturer GA, based in Lancashire, to develop a top-quality range of Pawtions Supreme food. Distribution is being handled by a joint venture with Richard Johnston Logistics at Snetterton.

So far, £100,000 has been invested to get the business off the ground and a further £70,000 has been spent on a new packing machine at Snetterton, while viral marketing campaigns have also been launched on Twitter and Facebook.

Currently a team of six people are working on the venture, but this could increase to 20 if the business hits a 5,000 customer target.

The new service calculates every dog’s recommended daily calorie intake to meet each dog’s unique nutritional requirements, with a personalised feeding plan created and approved by the company’s own qualified veterinary nutritionist Suzie Marshall, who has more than 20 years’ experience as a senior veterinary nurse in Norfolk.

The four-weekly box contains 56 individually-wrapped, meal-sized portions of premium dry dog food (two per day) and Mr Turton said it was the first time that such a tailor- made feeding plan delivered to the door has been available in the UK.

“There are more than eight million dogs in Britain, and the vast majority of owners have no idea how much they should feed their animal – which is why there is such a big dog obesity problem in the UK,” he said.

“So we came up with a business idea which would combine the power of the internet, the convenience of home delivery, and a properly thought-through way of providing a bespoke feeding and care plan for each individual dog.”

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