Purina has opened registrations for the eighth edition of Unleashed by Purina, its accelerator program for pet tech startups and animal care that develop innovative and practical solutions for veterinary professionals and pet owners who are increasingly seeking smart, personalized ways to care for their companions.
The program, a 20-week journey, is managed by the and offers participating companies access to personalized mentoring, training sessions, and the support of experts from across Purina. In this edition, the program is seeking companies working in areas such as health monitoring powered by artificial intelligence, digital care platforms, diagnostics, nutrition, insurance, and tools designed to help veterinary professionals deliver more personalized and preventive care.
Purina is also interested in projects exploring how artificial intelligence can help identify new behavioral trends, enable more personalized interactions through digital assistants and expert advisory tools, as well as accelerate the development and deployment of new solutions for pet care. Applications will be evaluated by Purina experts and specialists in animal care, technology, artificial intelligence, and innovation.
Unleashed is designed to help startups develop and scale innovative ideas into market-ready solutions. For more than a century, Purina has leveraged science, nutrition, and innovation to improve the lives of pets and the people who love them. Through Unleashed, the company collaborates with startups worldwide to drive new ideas, uncover opportunities, and help shape the future of animal care, from everyday pet care to early intervention and improving access to trusted guidance.
Jeanne Chatelle, director of the Purina Accelerator Lab in Europe, says that “pet care is evolving rapidly, but one thing remains constant: Purina’s commitment to helping pets enjoy healthier and happier lives. Through Unleashed we want to support startups that turn innovative ideas into practical tools that make caregivers’ lives easier, support veterinary professionals, and improve daily care. Each edition of Unleashed brings new ideas and perspectives to the sector, and we can’t wait to welcome the next generation of startups and continue building the future of pet care together.”
Fueling the Growth of Startups
Over the past seven years, Unleashed has received more than 2,400 applications from over 50 countries and has supported 46 startups worldwide. Participating companies from previous editions have developed a wide range of innovations in animal care, including AI-based health monitoring systems, mobile platforms for dog adoption, diagnostic tools for consumers and veterinarians, preventive pet insurance, and personalized nutrition solutions.
In 2026, the Swedish scale-up Lassie, a specialist in pet insurance, partnered with Purina to launch a veterinarian-validated personalized nutritional assessment within the Lassie app. This tool combines Purina’s nutrition expertise with Lassie’s preventive care platform to offer pet owners nutrition recommendations tailored to life stage and health needs.
Carl-Johan Nilsson, Lassie Sweden Country Manager, notes that “working with Purina through Unleashed has allowed us to take a further step in preventive pet care, including the launch of our Nutrition Guide feature. The program has also strengthened our relationship with Purina, a leading name in pet nutrition. Nutrition plays a central role in daily care, but it’s also one of the topics that most confuses guardians. Our Nutrition Guide provides personalized nutritional recommendations for each pet, along with relevant Purina guidance, helping make care simpler and better informed.”
