Purina Announces 5 Startups Driving the Future of Pet Health
Purina has revealed the five startups selected for its 2026 Pet Care Innovation Prize, the company’s tenth annual program recognizing emerging businesses shaping the future of pet health, wellness, nutrition, and veterinary care. Each winner will receive $25,000 in non-dilutive funding, along with mentorship and access to Purina’s industry expertise to help scale solutions for today’s evolving pet care landscape.
Chosen from nearly 200 applicants worldwide, the 2026 cohort highlights innovations in data-driven insights, accessible wellness solutions, and technologies that support both pets and the people who care for them.
Meet the 2026 Purina Pet Care Innovation Prize Winners
Innovative Pet Lab, Inc. (Norcross, GA)
A women-owned, science-driven company transforming how pet parents understand their pets’ health. Innovative Pet Lab provides simple, at-home tests that translate complex biomarker data into clear, actionable insights, making veterinary science more accessible and non-invasive for modern pet families.
CoVetAI Inc. (Toronto, Ontario)
Designed by veterinary professionals for veterinary professionals, CoVetAI is an AI-powered clinical co-pilot that automates SOAP notes, transcribes consultations, and streamlines client communication. The platform saves more than two hours per day for veterinary teams, letting clinicians focus on patient care and reducing professional burnout.
PetPax Co. (Boston, MA)
Founded by two dog dads, PetPax Co. simplifies everyday pet wellness with its SupplaMelts line, a fast-dissolving oral thin-film supplement. Products like ZenMelts for calming and DentalMelts for oral health improve absorption, bypass stomach acid, and make administration stress-free for both pets and their humans.
Pawsitive Inc. (Austin, TX)
PawsitiveTouch combines technology and neuroscience to address canine stress and behavioral challenges. Its TouchOne smart wearable and SaaS platform don’t just monitor dogs—they act in real time to regulate emotions and behavior, offering a new level of wellbeing and connectivity for dogs and their owners.
ChefPaw (Los Angeles, CA)
ChefPaw brings personalized nutrition into the home with a pet food maker that cooks, weighs, and mixes fresh ingredients. Paired with the ChefPaw app, pet parents can create balanced, customized meals efficiently, saving time while meeting the unique nutritional needs of each pet.
Beyond Funding: Mentorship and Growth
Each startup will also participate in a hands-on accelerator experience at Purina’s headquarters in St. Louis. Founders will work alongside Purina experts, business leaders, and external mentors to refine strategies, strengthen operations, and accelerate growth.
The five winners will present their businesses at Global Pet Expo in Orlando this spring, pitching to Purina leaders, investors, and industry influencers. One company will win an additional $25,000 Grand Prize.
