Unleashed by Purina, the acceleration programme for pet care startups, calls for applications for the sixth edition

• Purina invites the most innovative pet care startups to apply for the sixth edition of Unleashed, the renowned acceleration programme.
• The company is looking for technological solutions, particularly AI to help solve pet parent problems, that are relevant, scalable and sustainable.
• Purina has already accelerated 33 startups and will accelerate up to 10 new pet care businesses in 2025.

Purina, a leading global pet care company, is inviting startups from around the world to lead the next generation of pet care innovators, by applying to be part of the sixth cohort of Unleashed by Purina. Powered by the Purina Accelerator Lab, Unleashed is a landmark pet-tech startup accelerator, designed to identify, support and champion disruptive startups that are using technology to enrich the lives of pets and the people who love them.

In 2025, Unleashed will be accelerating up to 10 disruptive startups in its renowned programme. Purina is looking for startups from around the world that are leveraging technological solutions, particularly AI to help solve pet parent problems, that are relevant, scalable and sustainable. Dedicated coaches and expert Unleashed Champions from Purina will guide and mentor the winning startups through their growth, providing invaluable expertise and support. Winners also gain access to Unleashed’s & Purina’s network. Startups interested in participating can submit their application from 26^th August 2024. Applications close on 30^th September 2024 and the winners will be announced in February 2025.

Previously backed UK entrepeneurs include PetInstincts, a company providing smart enrichment tools for easier and happy lives for pets and their owners, Puppyfat, a leading UK app for responsible breeding, Borrow My Doggy, a UK-based online community connecting local dog owners with trusted borrowers.

Kim Bill, Head of Purina Accelerator Lab, said: “The pet industry has always been very innovation-driven and remains growth-oriented. Startups are leading the way when it comes to leveraging consumer technology in the pet industry. As we see the rise of AI technologies, startups will be at the forefront of shaping that technology to improve the lives of pets. Working with startups all over the world helps the entire cohort think about our challenges in a diverse manner. We have tested and learned with our startups and every party has benefited from the journey, and it gets better each year, and I’m truly excited by our future Cohort 6 and the continued growth of our Unleashed network!”

For more information about the programme and to apply, please visit: https://www.unleashedbypurina.com/