Unleashed is a support programme designed to identify, nurture and grow the most promising young companies in the sector. The goal: to stimulate innovation for pets and their owners by supporting solutions that go beyond simple nutrition.
Unleashed: a springboard for PetTech startups
Each year, Unleashed selects several startups for an intensive programme of collaboration, mentoring and funding, giving them access to a wide network of partners and the benefit of Purina's expertise in research, development and marketing.
This June, Purina opens applications for the 2026 Unleashed cohort. Successful candidates will join up to 10 other startups in a 20-week programme, tailored for each participant.
Over 1,400 applicants in six years
Over the past six years, Unleashed has received more than 1,400 applications from 50 countries and has successfully supported and nurtured over 40 startups from around the world.
Many participants have continued their commercial relationships with Purina beyond the programme.
Kim Bill, director of the Purina Accelerator Lab, said: "Our industry continues to evolve rapidly, driven by our commitment to improving the lives of pets and their owners. At Purina, we believe startups are the catalysts for this transformation, especially as technologies like AI open up new possibilities."
The application deadline is 11th July and winners will be announced in February 2026.
For more information about the programme and to apply, visit: https://www.unleashedbypurina.com/
