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Jinx aims to shake up direct-to-consumer dog food market

By Wesley Coburn

NEW YORK, NY - FEBRUARY 14: Donna Smith sits with her Irish Wolfound named Willow at the Westminster Kennel Club Dog Show at Madison Square Garden on February 14, 2011 in New York City. The show, one of the most prestigious dog shows in the world, is being held on February 14-15. Over 2,000 dogs will be competing in this year's show which will also include six new breeds to the competition. (Photo by Spencer Platt/Getty Images)
NEW YORK, NY - FEBRUARY 14: Donna Smith sits with her Irish Wolfound named Willow at the Westminster Kennel Club Dog Show at Madison Square Garden on February 14, 2011 in New York City. The show, one of the most prestigious dog shows in the world, is being held on February 14-15. Over 2,000 dogs will be competing in this year's show which will also include six new breeds to the competition. (Photo by Spencer Platt/Getty Images) /
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Jinx, a new direct-to-consumer dog food company, is aiming to shake up the healthy dog food market.

A new dog food company called Jinx is aiming to shake up the healthy dog food market (which is getting pretty large), and they plan to do so in an unusual way: selling directly to consumers.

Founded by Michael Kim, Sameer Mehta, and Terri Rockovich, all former executives of Casper mattresses, Jinx will offer nutritionally balanced kibble and treats that are free of artificial ingredients and fillers, starting in January 2020.

“You are not a caveman, and your dog is not a wolf,” Jinx CEO Terri Rockovich said in a press release. “Our dogs have evolved and have lifestyles full of doggie playdates, trips to the park, long naps and human cuddles.”

For that reason, Jinx uses a special blend of ingredients, starring organic chicken, along with a blend of fruits and vegetables, to maintain the healthy, active lifestyle of modern dogs.

(For more information feeding vegetables to your dog, see our review of Dr. Judy Morgan’s cookbook Yin and Yang Nutrition for Dogs.)

About $5.6 million dollars was raised by a group of celebrity investors that includes actor Will Smith (The Fresh Prince of Bel-Air, Men in Black, Suicide Squad), pop singer/songwriter Halsey and former New York Giants defensive end and current Good Morning America host Michael Strahan.

In addition, several investment companies behind successful direct-to-consumer products like Harry’s razors, Peloton stationary bikes and Warby Parker glasses are also involved.

According to TechCrunch, the brand plans to market hyper-specific consumers, like those who live in apartments, for example. Also, Milennials will probably be a prime target, since, generally speaking, they tend to take their job as pet parents very seriously.

Jinx will also fall into the premium category when it comes to pricing, TechCrunch noted, which should put them similar to other premium dog food brands like Blue Buffalo, CANIDAE or Nulo.

They also plan to market directly to dogs themselves, though how this is to be accomplished isn’t exactly clear yet.

“Dogs actually don’t have keen taste buds, so we are taking everything from their acute sense of smell to their lifestyle preferences – like going for walks outside – and other insights into
consideration in targeting the dog as the true consumer,” Mehta said in a press release.

dark. Next. What owners should look for on pet food labels

For more information about Jinx, see their website for more details. For more food news within the FanSided Network, check out our sister sites FoodSided and Guilty Eats.

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