Marleybones, a fresh dog food brand known for its unique pantry fresh® solution, announced new €1 million seed funding led by JamJar Investments, the venture capital firm set up by the founders of Innocent Drinks, and further supported by Active Partners, the consumer investor behind Soho House, Rapha and KatKin.
Marleybones’ mission to redefine dog food has also been recognised by other participants in the round including a group of renowned veterinarians from Animal Health Angels alongside tech unicorn founders, digital marketing experts and consumer specialists. The fresh funds will be used to grow the Marleybones team, expand its online presence and broaden its retail footprint after its recent UK launches in Waitrose and Whole Foods Market.
Founded by Josephine Rode Bager and Mikala Skov in 2020, the idea for Marleybones was born out of a personal frustration that Josephine had with feeding her own dog Marley, whose fussiness and indigestion meant frequent changes in dog food. When Josephine started a subscription to fresh frozen food for her dog, she realised there was a gap between quality and convenience, with these diets requiring costly, environmentally unfriendly shipments that take up both your fridge and freezer space plus your time to thaw and prep.
Marleybones pantry fresh® meals offer a unique solution, delivering the nutritional benefits of a fresh, home-cooked diet in a shelf-stable format and in planet-friendly packaging, making it the easiest way to feed fresh without having to use the freezer. The pantry fresh technology is akin to a TetraPak liner in fruit juice cartons and Marleybones use the cartons to gently steam cook their freshly prepared ingredients in pack, avoiding the use of preservatives.
Commenting on the funding round, Marleybones co-founder Josephine Bager said: “Marleybones is driven by our founding mission of making dogs healthier and happier. This investment will allow us to continue delivering on that promise and caring for more dogs than ever before. Having seen the benefits on my own dog Marley, and the customers we’re lucky enough to serve, we’re excited about what this investment unlocks for our community”.
Mikala Skov, co-founder of Marleybones, added: “We couldn’t be more thrilled to have partnered with industry leaders in veterinary care and category-defining consumer brands. Their support and investment will help us take the next leap forward in making fresh dog food more accessible and further our mission of improving the lives of dogs.”
Since its launch, Marleybones has already established itself as a trusted choice among pet parents seeking fresher, tastier, and healthier options for their dogs. It has grown to £1m in annual sales via direct-to-consumer channels and secured a 4.8 out of 5 rating on Trustpilot. It also recently launched in Waitrose and Whole Foods Market with plans to expand into more retailers in the coming months. Marleybones was also part of Leap Venture Studio, a pet care startup accelerator, sixth cohort of startups.
Richard Reed, founder of JamJar Investments and Innocent Drinks, said: “We are delighted to join forces with Marleybones at this exciting stage in their journey as a brand. Marleybones’ innovative approach to dog nutrition – pantry fresh® dog food – masterfully blends the superior quality of fresh ingredients with the ease of traditional dog food offerings. We’re thrilled to be supporting Mikala, Josephine, and their expanding team in introducing their nutritious and convenient dog food to an increasing group of dogs, pet parents and retailers over the coming months and years.”
Currently, only 2% of female founders in the UK receive VC funding, making Marleybones’ accomplishment all the more remarkable. As a female-founded start-up, Marleybones is championing greater inclusivity and diversity within the entrepreneurial landscape.
