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Händlerbereich
Händler
If you sell fresh dog food, you've probably already heard the news rippling through the industry: Years, a leading fresh dog food brand, has voluntarily recalled its entire fresh meal range - puppy, adult, and senior formulas - effective 17 August 2026.
For stockists, this is more than a headline. It's an opportunity to reassure worried customers, answer their questions with confidence, and point them toward fresh alternatives that don't carry the same risk. Here's a full breakdown of what happened, why it happened, and how to talk to your customers about it.
The recall covers all of Years' fresh meal recipes, every formula, across every life stage. The common thread across every recalled recipe is a shared ingredient: buckwheat, present at 6.3–7.2% in each formula.
Subscriptions have been automatically paused for six weeks while the company works on a reformulation.
Years have identified a potential link between buckwheat and sudden bilateral dry eye (keratoconjunctivitis sicca) in dogs, a condition where the eyes stop producing enough tears, leading to irritation and discomfort. Symptoms customers should watch for include:
So far, 57 suspected cases have been reported, significant enough that Years has engaged ophthalmologists and independent lab testing before pulling the range and offering full credits, including on previously purchased boxes.
Worth noting for context: buckwheat was only introduced into these recipes in early 2026, replacing some of the quinoa content, because some dogs weren't digesting quinoa well. The planned fix is to reformulate using quinoa again, which brings its own considerations (more on that below).
Customers affected by the Years recall are actively looking for alternatives right now. That's a real opportunity to introduce them to fresh products that are formulated differently from the ground up, and to position your store as a source of good advice, not just good products.
None of our products from Nutriment, Natural Instinct, DIBO or Purrform contain buckwheat. Across all of our brands, the philosophy is the same: science-backed nutrition without fillers or unnecessary ingredients.
A note on the reformulation direction other brands may take: swapping buckwheat back out for quinoa isn't necessarily a clean fix either. Too much quinoa can cause digestive upset; gas, bloating, loose stools, and adds carbohydrate calories that aren't ideal for dogs carrying extra weight. Nutritionally, it's not required in a balanced diet, and it's best thought of as a filler rather than a genuinely biologically appropriate ingredient for dogs. It's a useful point of difference to raise with customers who ask what makes fresh food "fresh" in the first place.
Our top recommendation for customers making the switch. Frozen fresh food in convenient portions, single-protein, and easy to digest. Ingredients are refreshingly simple; the chicken variant, for example, is 87% chicken (66% meat, skin, heart, liver), carrot, courgette, chicory, hemp oil, and salmon oil.
A strong second option for customers who want frozen fresh, currently discounted 50% online. Chicken variant: 67% chicken (50% muscle meat, skin, liver), rice, carrot, courgette, chicory, minerals, hemp oil, and salmon oil.
Ideal for customers who prefer a shelf-stable format over frozen. Single-protein and gently cooked. Chicken variant: 68% chicken (including heart and liver), minerals, pumpkin, dried broccoli, dried apple, salmon oil, and chicory.
Make Gently Steamed impossible to miss. This ready-made FSDU turns the range into its own in-store destination, driving impulse purchases while taking up minimal floor space. At only £192, it's a great low-effort way to boost visibility and sales on a strong-performing line.
What's included:
Recalls shake customer confidence, but they also open a door. Customers switching brands right now aren't just looking for a replacement; they're looking for reassurance and a reason to trust where their money goes next. Equip your team with these talking points, make the offers visible, and this can be a genuine growth moment rather than just a news story you're reacting to.
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