Verlinvest and Five Seasons Ventures have injected growth capital into Years, the London‑based pet‑food start‑up founded in 2023 by Darren Beale and Ivan Barashki. Years markets ambient‑stored, fresh‑ingredient dog meals that claim up to 18 months shelf life, a claim that sets it apart from traditional kibble and wet cans.

The company recently rolled its Cupboard Fresh technology into more than 460 Pets at Home locations across the UK, giving retailers a shelf‑stable alternative to frozen or refrigerated lines. Survey data show 66 % of new subscribers previously fed their dogs kibble or wet food, suggesting Years is converting a sizable portion of the conventional pet‑food market.

With backing from two seasoned European investors, Years is positioned to scale production and deepen distribution while leveraging its long‑shelf‑life formula to challenge entrenched brands. The infusion gives the startup sufficient runway to expand beyond the UK and test direct‑to‑consumer channels, a move that could reshape pet‑nutrition purchasing habits.

Verlinvest, a Belgian private‑equity firm with a track record in consumer brands, and Five Seasons, a venture fund focused on food innovation, each committed undisclosed sums but signaled confidence in Years’ technology. Their involvement may also open doors to strategic partnerships across Europe’s pet‑care distribution networks.