3 PetCare startups share their tips on getting the most from Unleashed

March 30, 2021

Purina’s Unleashed accelerator team is on a mission to discover the next generation of petcare startups. To launch the 2021 Cohort, the Unleashed team brought together an expert panel of 2020 alumni to discuss their experiences, and Purina’s Head of Accelerator Lab to share more on what makes the programme unique.

The event also brought in Alexander Wipf – Agile Coach and Founder atClear– to talk about Unleashed from a coach’s perspective; whilst three pet-tech founders and 2020 alumni shared with the audience their essential learnings from the programme :

1 – Know what you want

You only get the opportunity to join a programme like Unleashed once, so make the most of it. Go in with clear goals around what you need to learn and what you want to achieve. Unleashed accepts startups from different stages of development, as long as you have an MVP. Where you take it after that is up to you. So, where do you want to be in six months?

“Be very clear about what you’re trying to accomplish in partnership with Purina. This will allow you to focus your time on building something that really makes a difference.”

Bruno Farinha
Founder of Petable

2 – Give it everything

With a business to run, time is always tight. But with a programme like Unleashed, you get out what you put in. So the Unleashed team is looking for founders who are willing to roll up their sleeves and get stuck in.

The time you put into the programme is an investment. The knowledge you gain and the people you meet in those six months will help you take your business to the next level.

“We made sure we had dedicated team members working on this project. The founder and CEO should also have a big role, and make sure they schedule time for it.”

Noora Keskievari
Founder of OneMind Dogs

3 – You’re partnering with the best in the business

When you join Unleashed, you become part of the Purina family. Everyone from the top to the bottom of the organisation likes to see what’s happening with our new generation of startups.

It’s not a classroom; it’s a collaboration – and it can make all the difference to your business.

“The Purina team gave us so much focus and support. They were very available and didn’t only help but also participated actively in our work. Unleashed gave us the opportunity to get great exposure for our project on the news and in the media, who are now really paying attention to the petcare space.”


Giuseppe Scionti
Founder of Novameat and Natu

4 – Your relationship with Purina doesn’t end when the programme ends

Purina is in it for the long haul when it comes to the alumni at Unleashed. With networks that can support your startup in the global petcare industry, and the potential of co-creation opportunities - Unleashed accelerator is only the starting point for a long-term collaboration together.

“As a facilitator at the Unleashed program, my role is to help everyone get the most out of the collaboration during the programme and beyond. Corporates can learn so much from startups' lean mentality, while participants find out more about how to better meet consumer needs and scale their concepts.”

Alexander Wipf
Agile Coach and Founder of Clear

2021 Winners

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Pawesomer, Finland

Pawesomer is a comprehensive collection of tools for tracking your pet’s health, training and well-being. Allowing for an end-to-end pet health and lifestyle monitoring on their platform.

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Pawpots, UAE

PawPots is a subscription service provider of fresh, gently-cooked meals for dogs and cats in the Middle East. The company’s guiding mission is to raise the safety and quality standards of animal food by using real, human-grade ingredients in their products.

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PuppyFat, UK

PuppyFat is a software application that lets dog breeders log their records quickly, store their records securely, and share them seamlessly with vets and future pet owners. Having pioneered the world’s first mobile app for breeders, it now has a global user-base of several thousand.

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Scorpet, France

Scorpet is a free mobile application dedicated to pet contests. Open to every pet parent, Scorpet grants impartiality and ensures fun and pride are included.

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Biokind, UK

BioKind is addressing the global need for new sources of protein. BioKind’s proprietary technology and unique, circular economy approach allow us to offer a truly sustainable product without compromising on price and quality.

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Animoscope, France

Animoscope is a data-driven company based in France building an all-digital veterinary service that provides pet parents with qualified advice and recommendations.

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