Jinx is a modern dog food company that develops better-for-them dog food products and has shifted its core business from direct-to-consumer into retail partnerships. Founded in 2019 and based in Los Angeles, the brand launched in 2020 and is in its second year of retail. Its products are carried in over 5,000 doors nationwide across Walmart, Target, PetSmart, Albertsons, Safeway, ShopRite, and Giant. Jinx is pacing to land over $45M in revenue this year. The company plans to use new capital to expand distribution across Mass Retail, Grocery, and eCommerce and to invest in product innovation, marketing, merchandising, and people. Management added Kyle Banahan as President in Fall 2022, and several celebrities (including Chris Evans, Halsey, Trevor Noah, and others) are public supporters and investors. Jinx offers a portfolio of clean-label dog nutrition products — kibble, treats, toppers, and dental chews — formulated without fillers or preservatives and featuring real ingredients like organic chicken plus 20+ natural superfoods. The brand launched in January 2020 and has partnered with businesses such as Postmates, Spotlight Oral Care, Barry’s, and Saison Hospitality’s Angler restaurants to expand distribution and visibility. Jinx plans to use its new funding to expand its product portfolio and move beyond a direct-to-consumer model. Management intends to launch in major brick-and-mortar retailers across the U.S. in early 2022. The company has cultivated high-profile partnerships and celebrity backers that have supported both its seed and subsequent rounds. Financially, the company completed a $28M Series A in November 2021 to fund these growth initiatives. Jinx is building a line of kibble and treats developed by a staff nutritionist and a larger nutrition council, formulated with organic and diversified proteins and easy-to-process carbohydrates. The founders point to an estimated 56% of U.S. dogs being overweight or obese and position the products to address that issue. The company intends to target millennial pet owners with specific lifestyle attributes—apartment living, dog walkers, and dogs that sleep in beds—and to educate shoppers about ingredients. Jinx plans to start selling its first products in January and will begin direct-to-consumer through its website while pursuing some in‑real‑life retail presence later. The brand will sit in the premium price tier, with pricing positioned between Blue Buffalo and Orijen. The startup has raised capital to support launch and operations, including a recent $5.65 million raise.

Total raised

$52M

Funding rounds

3

Latest round

Series B

Latest activity

Aug 2023