Purina will partner with six new pet care businesses from across Europe and North Africa to support the development of innovative new products and services.
These companies will be part of Purina's Unleashed, billed as the Europe's first and only pet care accelerator program.
The selected winners, chosen from more than 150 applicants across 28 countries, are eniferBio, Finland; MOA Foodtech, Spain; knok, Portugal; Kibus, Spain; Feragen, Austria; and Vetwork, Egypt.
Two of the winners are working on introducing alternative proteins to pet diets to create new, sustainable recipes. Others are focused on advancing the quality of life for pets through new digital solutions, and on improving veterinary care and well-being, the brand said.
"We are delighted to welcome such an extraordinary group of innovators into the 2022 cohort. Just like Purina, these businesses are driven to innovate and challenge the industry through technology and data-driven solutions. While the next six months will be busy, we cannot wait to see what they will build," Kim Bill, head of the Purina Accelerator Lab, said.
