Purina opens applications for its seventh ‘Unleashed’ accelerator programme

Global pet care company Purina has opened applications for the seventh edition of its ‘Unleashed’ accelerator programme, aimed at helping pet-tech start-ups scale their businesses.

Now in its seventh year, the programme supports companies using emerging technologies – including artificial intelligence (AI) – to address challenges faced by pet owners. 

Up to 10 start-ups will be selected to take part in the 20-week initiative, which offers tailored mentoring, technical support and access to Purina’s network of experts and alumni.

Since launching in 2019, Unleashed has received more than 1,400 entries from 50 countries and supported over 40 start-ups. 

The current cohort includes Petpaw, a platform connecting pet owners with products and services, and Aitem, developer of LAIKA, an AI chatbot for veterinary professionals.

Previous participants include Austrian company Feragen, which uses genetic analysis to test for more than 220 inherited disorders in pets. 

Many Unleashed participants have continued their commercial relationships with Purina beyond the programme, transitioning to more formal, long-term agreements.

Kim Bill, head of Purina Accelerator Lab, said: “Our industry continues to evolve rapidly, driven by a commitment to improving the lives of pets and their owners. At Purina, we believe start-ups are the catalysts of this transformation – especially as technologies like AI open new opportunities.

“Each Unleashed cohort brings fresh perspectives and new energy, and the impact grows every year. As we open applications for our 2026 programme, I’m excited to welcome the next generation of changemakers into our growing community to continue shaping the future of pet care together.”