Unleashed – a program powered by the Purina Accelerator Lab that helps grow disruptive pet care startups – is taking applications until December 31st from entrepreneurs and small businesses that are using technology to help address global challenges in sustainability, particularly those deploying regenerative agriculture, zero waste systems, and sustainable pet food innovations such as alternative proteins, and upcycled ingredients.

Up to six startups from Europe, the Middle East, and North Africa will be selected to benefit from the support of a multi-disciplinary Purina team in accelerating their growth through a structured project over 24 weeks, funded with up to CHF 50,000.

“Start-ups will be evaluated on the relevance of their idea, and the scalability and sustainability of their business model,” explained Sergej Pracevic, Business Executive Officer, Nestlé Purina in the MENA region.

Now in its third consecutive year, Unleashed’s six winners in 2021 included PawPots – a Lebanon-based subscription service provider of fresh, gently-cooked meals for dogs and cats, which shone among 300 applicants from 50 countries for prizes including around CHF 50,000 to upscale its business, and a mentorship program – helping it expand to the United Arab Emirates through strategy building and networking opportunities.

Unleashed sprung from the Nestlé R&D Accelerator in Lausanne, Switzerland, which was established to help rapidly translate innovative ideas and concepts into new products and services across business categories, by providing scientists, students and startups with access to Nestlé R&D expertise and infrastructure.

Startups interested in applying can visit www.unleashedbypurina.com. For more information on the program.