Applications open for the seventh edition of Unleashed, by Purina's Accelerator Lab
- Unleashed, powered by the Purina Accelerator Lab, is inviting growing start-ups to apply for the seventh edition of the programme
- Applications are open to established start-ups looking to expand their technological solutions to meet the current needs faced by pet parents
- Unleashed has previously supported start-ups utilising AI and other novel technologies in consumer and veterinary diagnostics, marketplaces, pet health and new ways of feeding and interacting with pets.
United Kingdom, 10th June 2025: Applications for the seventh edition of global pet care company Purina’s ‘Unleashed’ accelerator programme are now open. Driven by the Purina Accelerator Lab, Unleashed supports and propels scaling pet-tech start-ups using novel technologies, including AI, to provide innovative solutions to solve the challenges faced by pet parents.
Purina has been innovating in the pet care sector for over 130 years, driving the industry forward and leading developments in pet nutrition. Purina also supports scientific research in pet care through the Purina Institute. For the 2026 edition, Unleashed is looking to accelerate established start-ups from around the world that are looking to take the next step up in their growth journey.
Winning applicants will join up to 10 other start-ups in the 20-week programme, tailor-made for each participant, which involves Unleashed Champions from Purina sharing insights and using their expertise to coach and mentor participants. Winners also gain access to a wide network of previous Unleashed participants like Austrian start-up Feragen. Part of the 2022 cohort, Feragen provides genetic analysis to provide pet parents with details about their pets’ ancestry and tests for up to 220 genetic disorders.an C
Michael Geretschläger, Founder at Feragen, said: “Working with Purina during the Unleashed Programme has been completely transformational for us as a business. The chance to get support from experts at one of the leading global pet care companies gave us a much stronger understanding of the road ahead and how to grow successfully. We’re happy to have been accepted to the Unleashed business incubator and have established an ongoing relationship with the Purina team, enabling both companies to find synergies to drive business growth. This has been incredibly valuable as we continue to test and learn with new solutions to improve the lives of pets and their owners.”
Unleashed has received over 1,400 entries from 50 countries across the past six years and has successfully mentored and supported over 40 start-ups from around the world. The Class of 2025, which is still in progress, includes innovative start-ups Petpaw, whose app connects pet owners with pets, products and services, and Aitem, developers of LAIKA, an AI-based chatbot designed to support vets in their daily practice. 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."
Applications close on 11th July and the winners will be announced in February 2026.
For more information about the programme and to apply, please visit: https://www.unleashedbypurina.com/
