All set for the sixth edition of Unleashed by Purina

Global pet care company Purina is inviting start-ups 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 pet tech start-up accelerator designed to identify, support and nurture disruptive start-ups that use technology, particularly AI, to solve pet parenting problems that are relevant, scalable and sustainable. 

In 2025, Unleashed will accelerate up to 10 disruptive start-ups through its renowned programme. Purina's coaches and expert Unleashed Champions will guide and mentor the winning start-ups as they grow, providing expertise and support. Start-ups interested in participating have until 30 September to submit their applications. Winners will be announced in February 2025. 

Kim Bill, head of the Purina Accelerator Lab, said: "The pet industry has always been very innovation-driven and remains growth-oriented. Start-ups are leading the way in applying consumer technology to the pet industry.”