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UK applicants called to apply for tech start-up fund

UK applicants called to apply for tech start-up fund

3 min read

Purina Petcare is calling for applicants for its 2021 pet start-up programme.

The programme called ‘Unleashed’ is in its second and will provide professional support and a financial boost of around £40,000 (CHF 50,000) to fund projects of up to six winning start-ups from across Europe.

The Unleashed programme links Purina experts and pet tech entrepreneurs to find the next transformational petcare product or service that will improve the wellbeing of pets and those who love them.

The winning start-ups will benefit from 24 weeks of dedicated support from a Purina team with a cross section of expertise who can help accelerate their products or services. They will receive training and networking opportunities, alongside the project funding amount. 
Purina is looking for up to six committed and passionate start-up entrepreneurs with success and knowledge in the field of nutrition, service, or technology, and who want to develop it further. Start-ups will be evaluated on the relevance of their idea, the scalability and sustainability of their business model. Winners from 2020 include BorrowMyDoggy and Cat in a Flat.

Calum Macrae

We were delighted by the success of the inaugural Unleashed cohort and it was fantastic to see some truly innovative UK winners, who we have worked closely with to help develop and grow their services. We are incredibly excited to see what year two will bring and would encourage anyone working in a start-up within the pet care sector to submit an application. With shared passion, the right resources and by working collaboratively towards solid goals within a specific timeline, we can achieve great results together.

Calum Macrae BEO for Nestle Purina Petcare UK&I

To apply for Purina’s Unleashed accelerator programme submit your application
by the 31st March at

The 2021 winners will be announced on 24th June with the programme taking place from 25th June- 2nd December 2021.