A trusted AI-driven vet diagnostics, and a pet biometrics business, are two of the disruptive start-ups in UNLEASHED by Purina’s Class of 2025.
UNLEASHED 2025 start-ups come from across the globe including Italy, Brazil, South Korea, Thailand, Poland, Switzerland, and Singapore.
FEBRUARY 2025: UNLEASHED by Purina, a leading pet innovation and acceleration programme, has unveiled the seven start-ups that will form its ‘Class of 2025’. The 20-week accelerator programme, now in its sixth year, supports pet-tech startups looking to disrupt the market with innovative solutions to transform pet-care.
The stellar 2025 cohort includes the trusted AI-driven veterinary diagnostics software, biometric identification for pets, a community platform connecting pet owners with local products and services, and a hub for booking verified pet-sitters. The programme has global reach with representatives from Italy, Brazil, South Korea, Thailand, Poland, Switzerland, and Singapore.
The participants have access to up to CHF 50,000 per start-up and expert coaching through Purina’s commercial insights team to help accelerate their growth throughout the acceleration process.
The start-ups participating in UNLEASHED by Purina 2025 include:
Aitem, Italy: Developers of Laika, the trusted AI-driven veterinary assistant for diagnostic guidance.
Hubii, Brazil: Supporting digital sales growth through conversational commerce with hyper local retail stores.
Petnow, South Korea: App-based pet biometric identification supporting accurate missing pet reports and pet registration.
Petpaw, Thailand: An innovative app connecting pet owners with pets, products and services, and the pet owner community, to meet all their pet care needs.
Petsy, Poland: Personalized care for your pet from local petsitters you can trust.
SmartPetCare, Switzerland: Developers of iKitty, a smart wet cat food dispenser.
Umami Bioworks, Singapore: Bioplatform for machine learning-led development and plug-and-play manufacturing of cultivated seafood products.
Powered by the Purina Accelerator Lab, the UNLEASHED programme supports start-ups through a test and learn approach that aims to drive business growth. During the 20-week programme, each start-up takes part in a tailored project developed in line with their specific ambitions and strategic direction. UNLEASHED also seeks to identify synergies between the start-ups and Purina, to explore opportunities for long-term partnerships. By providing new businesses with cutting-edge mentoring and invaluable hands-on expert resources, the Purina Accelerator Lab helps continue to drive innovation and growth in the pet-care sector.
Kim Bill, Head of the Purina Accelerator Lab, added: “As in every sector, AI is becoming a key focus as businesses explore the technology’s opportunities and applications for them. It was a key theme across the applications and the start-ups leveraging AI in our 2025 cohort represent the very best in providing creative ways to utilise the technology and advance the pet-care sector.
“We saw a huge breadth of exciting and novel ideas which push boundaries in the pet-care sector. With each successive year we have added more businesses from new countries into the UNLEASHED community to create a truly global network of disruptive start-ups. I look forward to including this year’s participants among the successful companies we have supported so far.”
Source : https://www.purina.eu/latest-news/articles/news-communities/unleashed-purina-welcomes-7-global-startups-2025-accelerator
