The pet care sector is constantly evolving, and Purina, a leader in the European market, is at the forefront of this transformation thanks to its commitment to innovation and technology.
Through UNLEASHED, its renowned acceleration program, the company supports innovative startups that aim to improve pet well-being and strengthen the bond between pets and their owners.
Innovation at the service of pets and their owners
Over the course of 20 weeks, the selected startups receive strategic support, specialised mentoring, and opportunities for collaboration with Purina, allowing them to develop high-impact solutions in the pet care sector.
Among this year's highlighted innovations are AI-powered veterinary diagnostic tools, biometric identification systems for pets, and digital platforms that facilitate the connection between owners, products, and services.
In his LinkedIn post, Jeff Hamilton, CEO of Nestlé Purina Europe, enthusiastically announces the seven selected entrepreneurs:
The winning startups of UNLEASHED 2025
This year, the seven selected startups come from various regions around the world and offer innovative solutions in different pet care branches:
- Aitem (Italy): Creators of Laika, an AI-powered veterinary assistant that improves accuracy in clinical diagnosis.
- Hubii (Brazil): A conversational commerce platform that connects local pet stores with their customers.
- Petnow (South Korea): A biometric identification system that uniquely recognises each pet.
- Petpaw (Thailand): A digital hub that centralises products, services, and communities for pet owners.
- Petsy (Poland): A network of selected pet-sitters offering personalised services.
- SmartPetCare (Switzerland): Creators of iKitty, an automatic wet food dispenser for cats.
- Umami Bioworks (Singapore): A biotechnology platform developing cultivated fish products using machine learning.
Rafael LopezRegional Managing Director of Purina for Southern Europe Artificial intelligence is transforming all sectors, and pet-care is no exception. We believe that innovation and technology are strategic pillars for improving pet well-being, strengthening the human-animal bond, and facilitating the work of veterinarians, pet-sitters, and owners.
A global community of pet care innovators
Since its creation in 2019, UNLEASHED has supported 40 startups, establishing itself as a reference in accelerating disruptive projects in the sector.
"Each year, the program has grown, including startups from more countries and expanding our global community of pet care innovators," says Kim Bill, head of the Purina Accelerator Lab. "This year's solutions demonstrate how technology and AI can redefine pet well-being and the experience of their owners."
The future of pet care lies in innovation
Purina reaffirms its commitment to innovation and the development of an ecosystem of startups that drive the evolution of the sector.
With programs like this, the company not only fosters business growth but also strengthens the bond between humans and pets through cutting-edge technological solutions.
To learn more about the winners, visit: UNLEASHED by Purina
