Curated meals for happy canines

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About is a leading online pet nutrition service that creates unique recipes for every dog.

iTechArt team members
months of cooperation (and counting!)
customers served across Europe

Project description

Though a quarter of all UK households own at least one dog, Britain’s pet food industry was struggling to keep up with owners’ demands for nutritious options. Realising that there wasn’t any one-size-fits-all recipe for success in the £2.9B market, Nestle-backed company introduced the first-ever subscription service offering custom diets based on the dog’s age, breed, medical history, and favourite flavours. Eventually accruing thousands of five-star reviews, began to search for an engineering partner to take its platform to the next level. reached out to multiple vendors, but iTechArt was the only one that could jump in with four backend engineers right away. First off, our team improved the UI of the existing admin tool to create more personalized consumer experiences. Next, we introduced a new feature for generating printable labels, QR codes, and barcodes to accelerate time to purchase.

Our engineering efforts also included developing microservices from the ground up, as well as adding new functionality across cataloguing, order prioritisation, and billing management. All this enabled to boost conversions and drive sustainable innovation for the benefit of its 200,000 customers.

Finally, we сonducted automated build testing and embedded the Datadog monitoring service to speed up the software development lifecycle and provide more visibility into app performance — which is crucial for maintaining the company’s success in the face of new competition entering the market every day.


With iTechArt’s help, identified and released the value hidden inside its legacy functionality, which helped the company scale exponentially to conquer the fastest-growing segment of the UK food industry.

Impressively, now delivers a whopping 15 million doggie meals — compared to 9 million reported in 2020 — every month across ten countries, including the UK, Germany, and France.

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Tools & technologies



  • Python
  • Flask
  • SqlAlchemy
  • Kafka
  • Pytest
  • Mypy


  • JavaScript
  • Vue
  • React
  • HTML
  • CSS


  • Docker
  • Kubernetes

Other services

  • Codeship
  • Datadog
  • Sentry
  • Lens (Kubernetes IDE)
  • PyCharm
  • Chrome
  • Insomnia


  • AWS

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