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Purina is looking for the best pet start-up companies of 2021

Dog running in field dog-cat-wow
© The Unleashed programme, powered by the Purina Accelerator Lab

Petcare giant Purina has announced its second annual 'Unleashed' accelerator programme, a competition to find six of the best pet tech start-up companies across Europe.

By Ashley Murphy

Published on the 17/02/2021, 09:10

Powered by the Purina start-up accelerator lab, the Unleashed competition brings together industry experts and pet tech innovators to create the next app or product that can change our pets lives for the better. 

Purina is looking for new products that are convenient, useful, and (most importantly) strengthen the loving bond between pets and people.

Purina announces the 2021 Unleashed programme

The six winners will receive 24 weeks of support from Purina's marketing and development experts. This will include training, networking opportunities, and advice on getting a product into the market. Each winner will also get a financial boost of £40,000 to fund their exciting project.

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Last year's winners were BlueNalu Innovations, Natu, Petable, OneMind Dogs, BorrowMyDoggy and Cat in a Flat. Their services include dog and cat sitting, ethically sourced dog food, and a puppy training school for new owners.

BorrowMyDoggy was one of last year's winners

Here's what Rikke Rosenlund, Founder of BorrowMyDoggy, had to say about her Unleashed experience: 

"It's been great working with PURINA. The Unleashed programme is very well structured, and it's a great experience to work with the whole team...We have a lot of potential, and it is exciting to see how much we can do with PURINA in the future, as we share many beliefs." 

The application deadline is 31st March, and the winners will be announced on 24th June. You can find more information on the Purina Unleashed competition at www.unleashedbypurina.com.