Years
Years (More Years Ltd) is a UK direct-to-consumer fresh dog food subscription company that delivers personalized, vet-formulated wholefood meals and breed-specific supplements to individual dog owners nationwide, sold via its website and through Pets at Home and other UK pet retailers.
- Company typePrivate
- Founded2022
- HeadquartersNottingham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Years does
Years (legally More Years Ltd) is a UK-based direct-to-consumer fresh dog food subscription company founded in 2022 and headquartered in Nottingham. The company produces chef-cooked, fresh wholefood meals for dogs using proprietary steam-cooking technology at approximately 78°C in airtight trays, which the company states preserves nutrients and enables 3-month ambient cupboard storage without refrigeration and up to 7 days of freshness after opening using a proprietary reusable lid. Each meal is bundled with a Breed Health+ supplement formulated by a Board Certified Veterinary Nutritionist and grounded in Dr. Gerard Lippert's 5-year longevity study.
Years' product matrix spans puppy, adult, and senior meals, twelve condition-specific lines (joint, dental, weight, hypoallergenic, diabetes, sensitive stomach, etc.), breed-targeted recipes for high-volume breeds, and a premium Chef's Collection sub-brand. Customers enter through an online survey that generates a personalized plan; the core offer is a monthly subscription starting at £1.05 per day with a £7 seven-day trial entry point, structured as cancel-anytime, pause, or amend. Years also distributes via shelf placement at Pets at Home, Just for Pets, and Pets & Friends.
The business model combines recurring subscription revenue, a low-cost trial funnel, retail wholesale, and a creator-and-community marketing flywheel built around the Years Creators influencer program and the V.I.D.s (Very Important Dogs) Facebook community. The company reports an average 8.5M monthly social reach, over 2M dog owners served annually, a 95-96% nutritional rating from All About Dog Food, and a 'Best Puppy Food in UK' recognition. The company is registered in England and Wales (company number 13989324), is UK-only in geography at present, and had a funding round co-led by Five Seasons Ventures and Verlinvest in 2026.
Years firmographics
Firmographics- Name
- Years
- Legal name
- More Years Ltd
- Website
- https://years.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Years (More Years Ltd) is a UK direct-to-consumer fresh dog food subscription company that delivers personalized, vet-formulated wholefood meals and breed-specific supplements to individual dog owners nationwide, sold via its website and through Pets at Home and other UK pet retailers.
- Ownership category
- akta.pro rank
Years industry classification
Industry- Product category
- Fresh Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Fresh & Refrigerated Pet Food (CRADAFAC)
- akta.pro secondary industries
- Functional & Veterinary Diet Pet Food (CRADAFAF), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)
Keywords
Where Years is headquartered
LocationHeadquarters
- HQ city
- Nottingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Years business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Fresh Dog Food Subscription: Monthly subscription delivering personalized fresh wholefood meals and Breed Health+ supplements tailored to each dog's breed, age, life stage, activity levels, and health needs. Customers complete an online survey to receive a personalized nutrition plan and pricing. Flexible subscription with cancel, pause, or amend options at any time.
- 7-Day Trial Pack: One-time trial purchase allowing customers to test the product before committing to subscription. Includes 3.5-5 days of meals for a 7-day transition period, 7 days of Breed Health+ supplement, and probiotics/prebiotics. Priced from £7 depending on dog's age, activity, breed, and calorie requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription with personalized meal plans and Breed Health+ supplement |
| Unit Pricing | Pay-as-you-go | 7-day trial pack for new customers |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Years product offering
Product offeringCore offering
Years sells chef-cooked fresh wholefood dog meals combined with proprietary Breed Health+ supplements on a personalized monthly subscription. Recipes are tailored by breed, age, life stage, activity level, and health concerns, with meals steamed at 78°C in airtight trays that stay fresh in the cupboard for up to three months without refrigeration.
Product overview
Years offers a Complete Nutrition System for dogs centered on fresh wholefood meals and breed-specific supplements. The core offering includes chef-cooked meals (featuring 60% prime meats, wholefoods, and vibrant vegetables) combined with the proprietary Breed Health+ supplement which is tailored by breed, age, and health concerns. The company operates on a subscription delivery model with personalized plans based on individual dog profiles. Products span life stages (puppy, adult, senior meals), specialty lines (Chef's Collection), and a 7-day trial option. All meals are steamed in airtight trays for cupboard storage up to 3 months with no refrigeration required.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Wholefood Meals (Adult)
- Puppy Meals
- Senior Meals
- Years Chef's Collection
- 7-Day Trial Pack
- Years Personalized Subscription Service
Quantifiable outcome
- 99.8% of dogs surveyed wolfed down their Years meals
- +3 more outcomes
Companies that use Years
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Years technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Years partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Pets at HomecoreUK's largest pet specialist retailer carrying Years products in stores. Provides offline distribution channel and access to the retailer's large customer base of pet owners.
- Just for PetsminorIndependent pet specialist retailer chain in the UK offering Years products through their retail locations.
- Pets & FriendsminorUK independent pet specialist retailer featuring Years products in their stores.
- Years Creators (Influencer Partners)coreDog influencer network (YouTubers, TikTok, Instagram creators) producing content featuring Years products. Creators receive complimentary meals and treats (up to £20/month on treats) in exchange for x4 videos monthly. Average monthly reach of 8.5 million.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Years competitors and assessment
Company assessmentBroad incumbents
- Freshpet: US-listed fresh-refrigerated dog and cat food manufacturer selling through grocery and mass retail. Comparable in the fresh-cooking/shelf-stable technology positioning but operates at vastly larger scale and through traditional retail rather than D2C subscription.
- Nom Nom (Mars Petcare): US fresh pet food subscription brand acquired by Mars Petcare. Direct category peer in fresh D2C pet food with veterinary-formulated meals, now leveraging Mars' distribution and capital — represents the strategic exit path available to scaled fresh-D2C players.
Direct peers
- Edgard & Cooper: European premium natural dog and cat food brand with strong UK presence. Comparable in ingredient philosophy (fresh meats, natural recipes, no additives), veterinary endorsement, and multi-channel distribution including D2C and specialty retail.
- Lily's Kitchen: UK premium natural pet food brand (acquired by Nestlé Purina). Competes with Years in the premium/natural dog food category across grocery and pet specialty retail, with comparable positioning around wholefood ingredients and veterinary endorsement.
- Butternut Box: UK-based direct-to-consumer fresh dog food subscription brand, now owned by Mars Petcare. Closest direct competitor to Years with identical D2C subscription model, breed-personalised meals, and veterinary-formulated recipes targeting the same UK customer segment.
- Tails.com: Personalised dog nutrition subscription service owned by Nestlé Purina. Direct competitor offering tailored dry and wet food blends based on individual dog profiles, competing with Years on personalisation, subscription convenience, and veterinary credibility in the UK market.
Emerging players
- Barking Heads: UK natural pet food brand selling through grocery and pet specialty retail. Comparable in natural/limited-ingredient positioning targeting health-conscious UK dog owners, though distributed via retail rather than D2C subscription.
- Scrumbles: UK natural dog and cat food brand with D2C and retail presence, emphasising gut health, probiotics, and natural ingredients. Comparable in the UK natural/fresh positioning, probiotic inclusion, and health-condition-targeted recipes.
- Just Food For Dogs: US fresh, human-grade dog food brand with veterinary nutritionist involvement and condition-specific recipes (joint, skin, kidney). Comparable in fresh-cooking approach, veterinary credibility, and therapeutic/condition-targeted menus.
- Open Farm: Premium pet food brand with strong emphasis on ethically sourced, high-quality protein and breed/life-stage segmentation. Comparable ingredient philosophy (human-grade meats, transparent sourcing) and growing retail presence in North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Years social profiles
Digital presenceYears financial estimates
Financial estimateRevenue estimate
Valuation estimate
Years leadership team
Management profileNumber of profiles
Profiles1 record
Years funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Years M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Years
What does Years do?
Years sells chef-cooked fresh wholefood dog meals combined with proprietary Breed Health+ supplements on a personalized monthly subscription. Recipes are tailored by breed, age, life stage, activity level, and health concerns, with meals steamed at 78°C in airtight trays that stay fresh in the cupboard for up to three months without refrigeration.
Is Years a public or private company?
Years is a private company. It is classified as venture growth investor backed and is currently operating.
When was Years founded?
Years was founded in 2022. It employs 11 to 50 people.
Where is Years based?
Years is headquartered in Nottingham, United Kingdom, in the Europe region.
How does Years make money?
Two revenue lines are on record. Fresh Dog Food Subscription is the primary driver. The others are 7-Day Trial Pack.
Who are Years's main competitors?
Broad incumbents on record are Freshpet and Nom Nom (Mars Petcare). Direct peers are Edgard & Cooper, Lily's Kitchen, Butternut Box and Tails.com. Emerging players are Barking Heads, Scrumbles, Just Food For Dogs and Open Farm.
Does Years have an API?
No public API is recorded for Years.
What industry is Years in?
Years's product category is Fresh Pet Food. Its primary akta.pro industry code is CRADAFAC, Fresh & Refrigerated Pet Food, with a secondary code of CRADAFAF, Functional & Veterinary Diet Pet Food. Its NAICS code is 311111 and its SIC code is 2090.