Marleybones secures lineup of investors
Since its launch, the company has grown to £1m in annual sales via direct-to-consumer channels
Marleybones, a dog food brand known for its pantry fresh solution, has announced a new £900k 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 Bager had with feeding her own dog Marley, whose fussiness and indigestion meant frequent changes in dog food.
When Bager 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 the nutritional benefits of a home-cooked diet in a shelf-stable format and in planet-friendly packaging. 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 a pack, avoiding the use of preservatives.
Since its launch, the company has grown to £1m in annual sales via direct-to-consumer channels. It also recently launched in Waitrose and Whole Foods Market with plans to expand into more retailers in the coming months.
Josephine Bager, Marleybones co-founder, 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 of 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.”
Richard Reed, founder of JamJar Investments and Innocent Drinks, concluded: “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.”
