.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

Unleashed's Cohorts