St. Louis-based Nestlé Purina PetCare Co. has backed five startups as part of its pet care innovation contest.
The newest winners of Purina’s annual innovation initiative include early stage companies that have developed an array of technologies and products, ranging from plant-based treats to a social network for dogs. Each company will receive $10,000, mentorship from Purina and participate in a virtual accelerator boot camp. Additionally, a pitch competition will be held in March, with the five startups vying for another $10,000 cash prize.
Purina’s Pet Care Care Innovation Prize initiative is staged by 9 Square Ventures, Purina’s corporate venture capital arm, and St. Louis-based Active Capital.
“Despite the many challenges of the pandemic, innovation in the pet care industry has continued to thrive,” said Blair Morgan, co-lead of 9 Square Ventures and vice president of strategy and innovation for Purina. “This year's class of winners showcases the breadth of opportunities that exist in the pet care industry. From pet tech to diagnostics, each business is unique, but all are driven by a shared love of pets and desire to make a positive impact on their lives, which is a cornerstone of Purina's mission too.”
The five startups receiving investment include:
- Bright Planet Pet (Bloomington, Minnesota): It makes and sells plant-based dog treats it contends taste and smell like meat. The company said it uses a portion of its sales to make donations to plant new trees.
- FluentPet (San Diego): This startup has developed a tile system that uses recorded sounds that “enables dogs, cats, and other animals to express themselves and be understood by humans” by pressing on the tiles. FluentPet’s products are based on academic research and cognitive science, the startup said.
- Paway (Los Angeles): Paway has created a social network specifically for dogs. Its app is designed to allow dog owners to connect with each other and help monitor their dog's health.
- QSM Diagnostics (Boston): The company’s provides veterinarians with sensor technology to diagnose bacterial infections in dogs and cats.
- uPetsia (Oro Valley, Arizona): This startup has technology it says provides pet owners with the ability to get rid of a dog’s bad breath. Its technology is infused in dog treats and foods to make a dog’s breath smell like mint.
This year marks the sixth time that Purina has held its Pet Care Innovation Prize challenge. More than 120 companies headquartered in 75 cities applied for the 2022 contest, Purina said.
Nestlé Purina PetCare is a subsidiary of Swiss conglomerate Nestlé. Purina is the manufacturer of several high-profile pet brands such as Purina ONE, Pro Plan, Fancy Feast and Tidy Cats.
