Continuous innovation for pet well-being: the Purina story

The petcare sector continues to evolve, driven by an ever deeper connection between people and pets. Purina, European leader in the sector, focuses on pet well-being and promotes innovation as a strategic lever to generate a positive impact on society and the environment through 6 social responsibility commitments. A concept of innovation that encompasses different aspects starting with nutrition and extending to initiatives to support the wellbeing of pets and the people who love them.
An ongoing commitment to the future
Purina continues to actively invest in research and development to bring to market products that effectively meet the diverse nutritional and taste needs of pets. However, its commitment goes beyond the product: the company aims to make a positive impact on the lives of pets and the people who love them. To this end, it promotes initiatives to support people in vulnerable situations through Animal Assisted Interventions and supports innovative start-ups through the Unleashed programme for a transformative evolution of the industry.
These are among the main areas of Purina's commitment to building a future in which the well-being of pets is central and generates benefits for people as well. At Purina, innovation takes many forms, becoming a mission that drives the company's activities. An approach aimed at fostering the development of the sector and offering innovative solutions to improve the lives of pets and their carers.

Animal Assisted Interventions: new frontiers in supporting frail people
A concrete example of this commitment is Purina's support for Animal Assisted Interventions (IAA) projects. Since 2024, in fact, Purina has supported two important initiatives in Milan, with the Four Paws in the Ward project together with Frida's Friends, it supports Pet Therapy activities at the Pediatric Home of the Fatebenefratelli Hospital; in Turin, at the Dental School of the Molinette Hospital, it promoted together with For a Smile Onlus ETS a series of Dog-Pet Therapy meetings to offer emotional relief to young patients waiting for dental surgery.
The collaboration with Frida's Friends Onlus has recently been enriched by a new and important project at the Residenza Anna e Guido Fossati in Monza. Together with Frida's Friends Onlus, Purina brings Animal Assisted Interventions (IAA) to an RSA, offering support to people suffering from Alzheimer's and other forms of cognitive impairment. The programme involves a group of guests over 80 who, interacting with pets, experience moments of serenity, relational stimulation and emotional wellbeing.
These initiatives are part of the broader mission to support people in a vulnerable state through the relationship between people and pets.
Technology and Artificial Intelligence at the service of petcare
Technological innovation plays a crucial role in improving the wellbeing of pets and their owners. With theUnleashed acceleration programme, Purina supports innovative startups developing advanced petcare solutions. The 2025 edition selected seven companies from around the world, including Italy's Aitem, creator of Laika, an AI-based veterinary assistant that helps vets with diagnosis and analysis of clinical data, increasing the accuracy and effectiveness of treatments.
The goal of Unleashed is to rethink the future of petcare, creating a virtuous ecosystem where technology and animal welfare can coexist. Collaborating with innovative startups allows Purina to be a transformational engine for the petcare industry, anticipating trends and developing solutions that improve the lives of pets and pet owners, helping to create an innovative ecosystem that puts pet wellness at the heart of any progress.
Meeting the needs of pets: Purina's commitment to innovation in animal nutrition
Purina is constantly researching and developing cutting-edge products to meet the nutritional and behavioural needs of pets.
Every innovation stems from observation of pet behaviour, study and knowledge of their needs. A recent example is the extension of the Gourmet Revelations range, with a transparent jelly texture and pyramid shape, specially designed for those cats who prefer to bite and chew their food, rather than lick it. It is the result of in-depth analysis of feline eating behaviour, demonstrating Purina's focus on creating tailor-made solutions for each pet and designed to make mealtimes easier and more practical.
Themes such as innovation, all-round animal welfare and the sustainable development of petcare will be the focus of the second edition of the Italian Pet Summit, scheduled for 16 September, an opportunity for institutions, companies and industry experts to discuss the future of petcare.