Unleashed by Purina opens applicati...

Purina has opened applications for the eighth edition of Unleashed by Purina, its accelerator programme for start-ups developing practical new solutions for pets, owners and veterinary professionals. Applications close on 11 September 2026, with the selected start-ups due to be announced in early 2027.

Run by the Purina Accelerator Lab, the 20-week programme gives growing businesses access to tailored coaching, mentorship from Purina experts and funding of up to CHF 50,000. Each start-up works alongside a dedicated team on a joint project. This year, Purina is particularly interested in businesses working on AI-supported health monitoring, digital care platforms, diagnostics, nutrition, insurance and tools that help veterinary professionals deliver more personalised and preventive care. The company is also looking at how AI can identify emerging behavioural trends, enable more personalised interactions through digital assistants and advisory tools, and speed up the development of new pet care solutions.

"Pet care is changing fast, but what's not changing is Purina's commitment to helping pets live healthier, happier lives," said Jeanne Chatelle, Europe Head of the Purina Accelerator Lab. Through the programme, she added, Purina wants to back start-ups turning smart ideas into practical tools that make everyday care easier for owners and support veterinary professionals.

Over the past seven years, Unleashed has drawn more than 2,400 applications from over 50 countries and supported 46 start-ups worldwide. Previous cohorts have worked on AI-enabled health monitoring, mobile-first dog adoption, consumer and veterinary diagnostics, preventive insurance and personalised nutrition.

One recent example is Swedish pet insurance scale-up Lassie, which partnered with Purina in 2026 to launch a vet-approved, personalised nutrition assessment in its app. The tool combines Purina's nutritional expertise with Lassie's preventive care platform to give owners tailored guidance based on their pet's life stage and health needs.

Further information and applications are available at unleashedbypurina.com.

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