The pet care sector is constantly evolving, with innovation playing a crucial role in improving animal welfare.
Purina, the world leader in pet care, has opened applications for the sixth edition of Unleashed, its acceleration programme dedicated to pet care startups.
Find out how you can take part in this extraordinary opportunity.
Unleashed: innovation and technology for pet welfare
Unleashed represents an important opportunity for start-ups who want to innovate in the pet care world. The programme, managed by the Purina Accelerator Lab, offers support to companies emerging in the animal sector, particularly those related to technology and AI.
The aim is to help pet owners solve everyday problems through scalable and sustainable projects.
In recent years, Unleashed has received over 1400 applications from more than 50 countries and has successfully accelerated 33 startups. In 2025, Purina is committed to selecting up to 10 new companies that will contribute to the evolution of the industry.
Applications are open until the 30th of September 2024, with winners to be announced in February 2025.
Focus on sustainable solutions and artificial intelligence
Purina is looking for startups that can harness technology to address pet owners' problems in innovative ways. Proposed solutions must be relevant, scalable and sustainable.
Artificial intelligence plays a key role in this edition, as it proves to be an increasingly important tool in improving animal welfare.
Unleashed winners will have access to a wide network of experts, coaches and mentors, as well as experience-proven growth strategies. Purina also offers the opportunity to collaborate with its Champions and its global network, providing selected startups with ongoing, tailored support as they develop their projects.
Success stories: long-standing partnerships
Over the years, Unleashed has seen the emergence of successful collaborations that have evolved into full-fledged business partnerships.
A significant example of that is Dogamì, the 2023 winning start-up. This collaboration led to the launch of Purina Dogasnax, the first virtual pet food brand, demonstrating how innovation can open up new avenues in the sector.
Another example is Feragen, winner in 2022, which offers genetic testing to improve the health of pure bred dogs. Thanks to Purina's support, Feragen has helped combat bad breeding practices.
The future of pet care through innovation
Purina's vision for the future of pet care is clear: collaboration and innovation are the keys to meeting tomorrow's challenges.
As Kim Bill, head of the Purina Accelerator Lab, points out:
"Startups are often at the forefront of adopting new technologies and applying them in ways that can improve the lives of pets and their owners. Working together allows us to think innovatively and explore new opportunities."
Rafael Lopez, Regional Director of Purina Italy and Southern Europe, adds:
"Collaborating with emerging startups not only allows us to support new ideas, but also gives us insights to continue innovating ourselves. The Unleashed programme represents a moment of mutual growth that benefits the entire pet care ecosystem."
How to apply for Unleashed 2025
Applications for the sixth edition of Unleashed are officially open from 26 August 2024 until 30 September 2024.
Startups that are interested in applying can submit their project and get the chance to be part of a programme that could change the face of the pet care industry!
For more information on the programme and to submit your application, please visit here.
Purina continues to demonstrate its commitment to fostering innovation and supporting startups that share the goal of improving the lives of pets and their owners, paving the way for an increasingly technological and sustainable future.
