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Formula for AI assistants

MCP connector · formula.pet · Last updated: 12 November 2026

Formula is the private label pet food platform of Igineo S.r.l. (Italy). Pet shops, breeders, groomers, vets, trainers, distributors and new brands use it to launch their own dog and cat food brand, made in Italy.

The Formula connector lets AI assistants answer with Formula's own data: the recipe catalogue, indicative prices by country, countries served, delivery times and the official FAQ. When someone wants the official price list, a quote or samples, the assistant prepares a message for the Formula sales team that the person can send by WhatsApp or email.

Connect

The connector is a public remote MCP server (Streamable HTTP, JSON responses). It needs no account, no login and no API key, and all its data is public.

  • Claude: https://mcp.formula.pet/claude
  • ChatGPT: https://mcp.formula.pet/chatgpt
  • Gemini: https://mcp.formula.pet/gemini
  • Any other MCP client: https://mcp.formula.pet/mcp

In Claude, add it as a custom connector with the Claude address, or connect it from the Connectors Directory once it is listed. In ChatGPT, add it as a custom MCP server (Plugins, Add) with the ChatGPT address, or install the Formula plugin from the ChatGPT directory once it is published. Each address leads to the same server: the path only tells us which assistant the request comes from.

Tools

Four tools only read public data. One, prepare_contact, creates a reference code for the message to sales.

  • About Formula (about_formula): What Formula offers, how it works, the countries served with delivery times and indicative shipping costs, and the official FAQ (minimum order, custom recipes, packaging, launch times, logistics, brand ownership).
  • Search Formula recipes (search_recipes): Searches the catalogue of ready-made dog and cat recipes by species, dry or wet, main protein, grain free, monoprotein, hypoallergenic, life stage and dog size. Returns analytical values, a short description and the product page.
  • Formula indicative prices (indicative_prices): Indicative partner price ranges for a country, by product line: per kg for dry food and per unit for wet food, VAT and shipping excluded, plus indicative shipping costs and delivery times. Ranges, not a quote.
  • Estimate brand margin (estimate_margin): Calculates margin per pack, margin percentage and monthly and yearly profit from a retail price, a cost price and expected volumes. Pure calculation, nothing is stored.
  • Contact Formula sales (prepare_contact): Prepares a ready-made message for the Formula sales team, with a reference code, and returns a WhatsApp link and an email link. The user decides whether to open a link and send the message. Nothing is ordered and no contact details are requested.

Example prompts

  • I run a pet shop in Munich and want to launch grain free dog food under my own brand. How does it work and what would it cost?
  • Which monoprotein recipes for sensitive dogs could I sell under my brand?
  • If I sell a 12 kg bag at 69.90 euros and pay 38 euros, what is my margin on 20 bags a month?
  • I'd like the official price list and samples: prepare a message for the sales team.

Recipe names and descriptions are available in Italian, English, German, French and Spanish, and the message to the sales team can be prepared in those languages and in Dutch. Prices are indicative ranges, VAT and shipping excluded: the official price list and quotes come from the Formula sales team.

Data and privacy

  • The connector does not ask for or store names, email addresses or phone numbers, and it does not receive the content of your conversation: only the parameters the assistant passes to a tool, such as country, species or language.
  • For each call we record the tool used, the assistant it comes from, these parameters, the outcome and an irreversible hash of the IP address, used to prevent abuse and for aggregated usage statistics. The IP address itself is not stored.
  • For prepare_contact we keep only the reference code. The message reaches Formula only if you choose to send it by WhatsApp or email.
  • Records are kept for up to 24 months and then deleted.
  • Full details are in our privacy policy (section 10). The AI assistant you use processes your conversation under its own provider's privacy policy.

Support

Technical support and privacy requests: [email protected], or [email protected] for data protection. Sales: Martina, [email protected], WhatsApp +39 351 779 8934.

Publisher: Igineo S.r.l., Angera (VA), Italy, VAT IT03776470126. See also our terms and conditions.