Purina has opened applications for the eighth edition of Unleashed by Purina, its accelerator programme for pet-tech and pet care start-ups developing new, practical solutions for veterinary professionals and pet owners, who are increasingly looking for smarter, more personalised ways to care for their pets.
The 20-week programme is run by the Purina Accelerator Lab and gives growing businesses access to tailored mentorship, coaching, and funding from Purina. Each selected startup will work alongside a dedicated team of Purina experts on a mutually beneficial project, with funding of up to CHF 50,000. This year, the programme is seeking businesses working across areas including AI-powered health monitoring, digital care platforms, diagnostics, nutrition, insurance, and tools designed to support veterinary professionals to deliver more personalised and preventive pet care. Purina is also interested in businesses exploring how AI can help identify emerging behavioural trends, enable more personalised interactions through digital assistants and expert advisory tools, and streamline the development and activation of new pet care solutions. Applications will be reviewed by Purina experts and specialists across pet care, technology, AI, and innovation.
Unleashed is designed to help start-ups develop and scale innovative ideas into market-ready solutions. For more than 100 years, Purina has used science, nutrition, and innovation to help create richer lives for pets and the people who love them. Through Unleashed, Purina is working with start-ups from around the world to bring fresh thinking to help uncover new opportunities and shape what the future of pet care looks like – from making everyday care easier for owners, to supporting early intervention and improving access to trusted advice.
Jeanne Chatelle, Europe head of the Purina Accelerator Lab, said: “Pet care is changing fast, but what’s not changing is Purina’s commitment to helping pets live healthier, happier lives. Through Unleashed, we want to back start-ups turning smart ideas into practical tools that make life easier for owners, support veterinary professionals, and improve everyday care.
“Every Unleashed cohort brings fresh thinking and new perspectives to the industry, so we’re excited to welcome the next generation of start-ups into the programme and continue shaping the future of pet care together.”
Supporting start-ups scale their impact
Over the past seven years, Unleashed has received over 2,400 applications from more than 50 countries and has supported 46 start-ups from around the world. Previous cohorts have worked across a broad range of pet care innovations, including AI-enabled health monitoring, mobile-first dog adoption, consumer and veterinary diagnostics, preventative pet insurance and personalised nutrition support.
In 2026, Swedish pet insurance scale-up Lassie partnered with Purina to launch a vet-approved, personalised nutrition assessment in the Lassie app. The tool combines Purina’s nutritional expertise with Lassie’s preventive care platform to help pet owners receive tailored nutritional guidance based on their pet’s life stage and health needs.
Carl-Johan Nilsson, country manager Sweden at Lassie, said: “Working with Purina through Unleashed has helped us take the next step in preventative pet care, including the launch of our Nutrition Guide feature. The program also deepened our relationship with Purina, one of the leading brands in pet nutrition.
“Nutrition plays a critical role in everyday care, but it is also one of the areas many pet owners find difficult to navigate. Our Nutrition Guide gives owners personalised nutritional support tailored to their pet, alongside relevant Purina recommendations, helping make care feel simpler and more informed.”
Applications for the next Unleashed cohort close on 11th September 2026, with selected start-ups due to be announced in early 2027.
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