.At Unleashed, we believe corporations and startups should lift each other up.

Next cohort starts on 1st November 2021

Apply now →

Why Unleashed ?

Unleashed is the first and only pet care specific programme designed to identify and support innovative startups leveraging technology to improve the live of pets and their parents.

Launched by the Purina Accelerator Lab, the Unleashed accelerator programme is designed to be at the cutting edge of the next generation in pet services, novelnutrition and health technologies to strengthen the bond and the lives of our pets and their owners.

Leading expert advice

• Access leading industry expertise
• Meet our senior management
• Leverage our pet care network
• Get training & learning opportunities

Grow your business

• Get a dedicated Purina team to guide you in your startup development.

• Set key performance goals to prove your concept in 24 weeks.

Funding opportunities

• Get funding up to CHF 50'000.- to achieve your performance goals over the 24 weeks.

• If your concept is successful in
solving our customers needs, Purina may provide you with further investment and/or funded collaborations.

Next dates


Open: 1st Nov 2021
Close: 31st Dec 2021


January to early April
(3 rounds)

Winners Day

5th May (in person)


May to October 2022

Graduation Day

11th October 2022

What are we looking for ?

We are looking for a wide scope of disruptive startups who want to develop their groundbreaking ideas with us.

• We are looking for either B2C or B2B approaches.

• You will be evaluated on the relevance to how well your business idea could answer customers problems.

• It is crucial that your business model is sustainable and scalable. This can include personalised nutrition or novel and differentiated ingredients and types of food.

Solutions to pet care using data & analytics

Pet health & wellness, including diagnostics

Sustainable solutions, including packaging

Pet services such as adopting, training, walking, travelling, etc.

We're looking for innovative, tech-savvy people, hungry to learn and eager to grow their businesses with us.

Are you eligible ?

At the moment, Unleashed is only collaborating with startups within Europe, Middle East and the North-Africa region (EMENA). We're looking for teams driven by the same passion as us. When selecting startups to collaborate with, we're looking at the following :


Great team cohesion and commitment


A relevant business plan and vision


A minimum viable product (MVP)


The potential to scale your solution


Ideally, you already have some customers too

What Unleashed Alumni have to say


Julien Triplet

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Being part of the Unleashed programme for Animoscope really has delivered it's business acceleration objective.

Michael White

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What's impressed me the most has been the team, and how well suited they are to our project. Not only do they bring the expertise and the experience, but they've provided a huge amount of attitude and a brilliant enthusiasm, which has really meant that we've been able to deliver something special in our time at Unleashed.

Lou Cooperhouse

BlueNalu Innovations
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I’ve been so impressed with the Unleashed program, and rate this as an A++ among incubator models! It’s relevant to note that I’ve spent many years evaluating, building and leading business incubation programs worldwide, and serving on the board of a global network of business incubators too, and I’ve never seen a program as stellar as this one. The immersion and engagement by the Purina leadership team, working in close collaboration with leadership from each of the companies in the cohort, have enabled significant learning and the accomplishments of key milestones in a very short amount of time. Truly a win-win for all parties involved!

Rikke Rosenlund

Borrow My Doggy
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It's been great working with Purina. The Unleashed program is very well structured, and it is such an enjoyable experience working with the whole team. A big thank you for this opportunity. During the program, we progressed with some of the projects we wanted to push forward for sometime, in particular, with regards to developing our B2B business further. We have so much potential in that area, and it is exciting to see how much more we can do with Purina in the future, given we share so many of our basic beliefs. Unleashed has been a very useful opportunity to accelerate the development of our products together with the leader in pet care.

Giuseppe Sconti

Natu by NovaMeat
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Participating in Nestle Purina's Unleashed accelerator has been one of the best strategic decisions our startup took so far! Unleashed is a program that is action-packed: we were assigned a great team of experts from Purina that perfectly complemented our needs, we connected with top-level industry partners, and we were able to stress-test our business model in the real world of the pet care industry. Unleashed has been a very useful opportunity to accelerate the development of our products together with the leader in pet care.

Bruno Farinha

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The program has been extremely valuable for us because of 2 reasons: Operationally we could not have done it this way without the program and the huge support from the team. In terms of timeframe, it helped us to move the project, otherwise we will have it in the back drawers and say someday we will move it… If we were alone, we probably would have a harder time getting started. We really look forward to the next steps. We know that your team over here in Portugal is very excited about this and hopefully we can expand it to other countries as well.

Kathrin Burckhardt

Cat in a Flat
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Having worked for many years with large corporations in marketing before becoming an entrepreneur -  I do know the scale and nature of companies like Nestlé and Purina which can make it difficult for innovators to connect with them. I am hugely impressed how Unleashed enabled the introduction and support for small start-ups to work with Nestlé and Purina and allow cross-pollinating engagements. I have never seen this before in my professional life as a marketer and entrepreneur. This program is great and so well organised. We really appreciate the whole experience and the great professionalism behind it.

Noora Keskievari

One Mind Dogs
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I have been really impressed by Unleashed. I have been looking for different types of corporate programmes and this is something really unique. We have been able to work with the professional management team from Purina and their real customers, and that has been very valuable for us. Our Purina team is extremely fun and engaged and inspiring to work with!

Unleashed's Cohorts