diff --git a/app/helpers/application_helper.rb b/app/helpers/application_helper.rb
index 2e03e68bc0..c23fc9fab2 100644
--- a/app/helpers/application_helper.rb
+++ b/app/helpers/application_helper.rb
@@ -1,6 +1,6 @@
 module ApplicationHelper
-  def feature?(feature)
-    OpenFoodNetwork::FeatureToggle.enabled? feature
+  def feature?(feature, user = nil)
+    OpenFoodNetwork::FeatureToggle.enabled?(feature, user)
   end
 
   def ng_form_for(name, *args, &block)
diff --git a/lib/open_food_network/feature_toggle.rb b/lib/open_food_network/feature_toggle.rb
index e979bbf361..d40a89b0db 100644
--- a/lib/open_food_network/feature_toggle.rb
+++ b/lib/open_food_network/feature_toggle.rb
@@ -1,21 +1,81 @@
 module OpenFoodNetwork
+  # This feature toggles implementation provides two mechanisms to conditionally enable features.
+  #
+  # You can provide an ENV var with the prefix `OFN_FEATURE_` and query it using the
+  # `ApplicationHelper#feature?` helper method. For instance, providing the ENV var
+  # `OFN_FEATURE_NEW_SHINNY_FEATURE` you could then query it from view as follows:
+  #
+  #   - if feature? :new_shiny_feature
+  #     = render "new_shiny_feature"
+  #
+  # Alternatively, you can choose which users have the feature toggled on. To do that you need to
+  # register the feature and its users from an initializer like:
+  #
+  #   require 'open_food_network/feature_toggle'
+  #   OpenFoodNetwork::FeatureToggle.enable(:new_shiny_feature, ['ofn@example.com'])
+  #
+  # Note, however, that it'd be better to read the user emails from an ENV var provisioned with
+  # ofn-install:
+  #
+  #   require 'open_food_network/feature_toggle'
+  #   OpenFoodNetwork::FeatureToggle.enable(:new_shiny_feature, ENV['PRODUCT_TEAM'])
+  #
+  # You can then check it from a view like:
+  #
+  #   - if feature? :new_shiny_feature, spree_current_user
+  #     = render "new_shiny_feature"
+  #
   class FeatureToggle
-    def self.enabled?(feature_name)
-      true?(env_variable_value(feature_name))
+    def self.enabled?(feature_name, user = nil)
+      new.enabled?(feature_name, user)
+    end
+
+    def self.enable(feature_name, user_emails)
+      Thread.current[:features] ||= {}
+      Thread.current[:features][feature_name] = Feature.new(user_emails)
+    end
+
+    def initialize
+      @features = Thread.current[:features]
+    end
+
+    def enabled?(feature_name, user)
+      if user.present?
+        feature = features[feature_name]
+        feature.enabled?(user)
+      else
+        true?(env_variable_value(feature_name))
+      end
     end
 
     private
 
-    def self.env_variable_value(feature_name)
+    attr_reader :features
+
+    def env_variable_value(feature_name)
       ENV.fetch(env_variable_name(feature_name), nil)
     end
 
-    def self.env_variable_name(feature_name)
+    def env_variable_name(feature_name)
       "OFN_FEATURE_#{feature_name.to_s.upcase}"
     end
 
-    def self.true?(value)
+    def true?(value)
       value.to_s.casecmp("true").zero?
     end
   end
+
+  class Feature
+    def initialize(users = [])
+      @users = users
+    end
+
+    def enabled?(user)
+      users.include?(user.email)
+    end
+
+    private
+
+    attr_reader :users
+  end
 end
diff --git a/spec/lib/open_food_network/feature_toggle_spec.rb b/spec/lib/open_food_network/feature_toggle_spec.rb
index 84956f556c..73407d671d 100644
--- a/spec/lib/open_food_network/feature_toggle_spec.rb
+++ b/spec/lib/open_food_network/feature_toggle_spec.rb
@@ -1,30 +1,52 @@
 # frozen_string_literal: true
 
-require 'open_food_network/feature_toggle'
+require 'spec_helper'
 
 module OpenFoodNetwork
   describe FeatureToggle do
-    it "returns true when feature is on" do
-      stub_foo("true")
-      expect(FeatureToggle.enabled?(:foo)).to be true
+    context 'when users are not specified' do
+      it "returns true when feature is on" do
+        stub_foo("true")
+        expect(FeatureToggle.enabled?(:foo)).to be true
+      end
+
+      it "returns false when feature is off" do
+        stub_foo("false")
+        expect(FeatureToggle.enabled?(:foo)).to be false
+      end
+
+      it "returns false when feature is unspecified" do
+        stub_foo("maybe")
+        expect(FeatureToggle.enabled?(:foo)).to be false
+      end
+
+      it "returns false when feature is undefined" do
+        expect(FeatureToggle.enabled?(:foo)).to be false
+      end
+
+      def stub_foo(value)
+        allow(ENV).to receive(:fetch).with("OFN_FEATURE_FOO", nil).and_return(value)
+      end
     end
 
-    it "returns false when feature is off" do
-      stub_foo("false")
-      expect(FeatureToggle.enabled?(:foo)).to be false
-    end
+    context 'when specifying users' do
+      let(:user) { build(:user) }
 
-    it "returns false when feature is unspecified" do
-      stub_foo("maybe")
-      expect(FeatureToggle.enabled?(:foo)).to be false
-    end
+      context 'and the feature is enabled for them' do
+        before { FeatureToggle.enable(:foo, [user.email]) }
 
-    it "returns false when feature is undefined" do
-      expect(FeatureToggle.enabled?(:foo)).to be false
-    end
+        it 'returns true' do
+          expect(FeatureToggle.enabled?(:foo, user)).to eq(true)
+        end
+      end
 
-    def stub_foo(value)
-      allow(ENV).to receive(:fetch).with("OFN_FEATURE_FOO", nil).and_return(value)
+      context 'and the feature is disabled for them' do
+        before { FeatureToggle.enable(:foo, []) }
+
+        it 'returns false' do
+          expect(FeatureToggle.enabled?(:foo, user)).to eq(false)
+        end
+      end
     end
   end
 end