UNLEASHED by Purina unveils its’ Class of 2025’
The accelerator from the pet manufacturer has named 7 pet startups making their mark in the pet care industry.
This 20-week accelerator program, now in its 6th year, offers each startup up to CHF50,000 ($55.6K/€53.1K) in funding and coaching from Purina’s commercial insights team to foster growth and innovation.
“AI was a key theme across the applications, and the startups leveraging AI in our 2025 cohort represent the very best in providing creative ways to utilize the technology and advance the pet-care sector,” notes Kim Bill, Head of the Purina Accelerator Lab.
Since 2019, UNLEASHED by Purina has help 40 startups, encouraging innovation and growth within the pet care industry.
Backed by the Purina Accelerator Lab, the UNLEASHED program continues to build a global network of startups, explore opportunities for long-term partnerships and provide resources to emerging businesses.
The selected startups for 2025 are:
Aitem (Italy)
Under the umbrella of Dumarey Automotive Italia, Aitem is the developer of Laika. This AI-driven veterinary assistant provides diagnostic guidance to enhance accuracy and efficiency in veterinary practices.
The company is actively involved in several initiatives, including the NVIDIA Inception Program, where the American multinational tech corporation supports AI startups.
Hubii (Brazil)
By connecting pet owners with local stores to enhance the shopping experience and streamline purchasing, Hubii specializes in boosting digital sales through conversational commerce.
By using chat-based interactions, the company uses AI-powered tools to guide customers, process orders and answer queries.
Petnow (South Korea)
Founded in 2018, this pet technology company uses artificial intelligence to improve pet identification. Their mobile application allows pet owners to register their dogs and cats using biometric features, such as nose prints for dogs and facial recognition for cats, which can be captured with a smartphone camera to facilitate accurate reporting of missing pets.
The Petnow app became available in Australia and New Zealand in July 2024. The company won the Korean-German Innovation Award in November last year and announced plans to expand into Nordic countries. It also participated in Interzoo 2024, where it introduced its app’s location-based lost-and-found feature.
Petpaw (Thailand)
The Bangkok-headquartered pet technology company was founded in 2019 and has developed a platform for pet owners, which includes a pet marketplace to connect buyers with verified breeders, an online store for pet supplies, a directory for booking pet services and Paw+, a telemedicine feature for virtual vet consultations.
The company operates under Petpaw Commerce and is involved in social impact initiatives, including medical support programs, blood donation drives, wheelchair distribution and animal shelter support drives.
Petsy (Poland)
Founded in 2020, Petsy provides personalized pet care by connecting pet owners with trusted and vetted local pet sitters. It also offers pet accommodation, home visits, and dog walking services, encouraging reliable and convenient pet care solutions while pet parents are away.
In September 2024, the company secured over €1.1 million ($1.2M) in its first funding round, backed by more than 30 business angels. This will support its domestic growth, platform enhancements, and expansion into the Czech Republic. A follow-up round is planned to bolster its data science capabilities and extend services into the DACH region.
SmartPetCare (Switzerland)
Established in 2016 and headquartered in Zürich, SmartPetCare developed iKitty, a smart wet cat food dispenser designed to meet cats’ dietary needs.
iKitty aims to improve feline health by providing cats with fresh, hydrating meals to address common feeding challenges, such as food spoilage and dehydration, making it easier for pet parents to establish a consistent, convenient feeding routine.
Umami Bioworks (Singapore)
Umami Bioworks operates a bioplatform that uses machine learning to develop and grow cultivated seafood product manufacturing to introduce sustainable protein sources into the pet food market.
In March 2024, the company acquired Shiok Meats, a fellow Singapore-based firm specializing in cultivated crustacean products, to accelerate the commercialization of alternative seafood.
In November last year, Umami Bioworks partnered with Steakholder Foods to develop and scale 3D-printed cultivated fish fillets that replicate the texture of fish.
This year, the company also introduced cultivated caviar, which provides a sustainable, ethical alternative to traditional sturgeon caviar while catering to the growing demand for luxury foods with minimal environmental impact.
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