Jinx Raised $33.6M in Funding to Create More Nutritious Food for Human’s Best Friend


Jinx, a dog nutrition startup based in Los Angeles, has secured $28 million in Series A funding to provide dogs with better nutrition through its unique dog superfood.

The funding round was led by The Merchant Club (TMC), with participation from comedian and dog owner Trevor Noah, actor Chris Evans, NFL star Odell Beckham Jr., Creative Artist Agency (CAA) co-founder Michael Ovitz, and other investors. This capital brings the total funding raised by the startup to $33.6 million. Terri Rockovich, CEO & Founder of Jinx, referred to the round by stating:

“This funding round included a very strategic slate of investors with a lot of heart for our brand and our mission. The round will ultimately allow us to step onto a bigger stage creating mass premium options for our customers. We will double down on our team and introduce product assortments within new pet health categories allowing us to continue offering dogs the highest-quality diet available.”

Founded in 2019, Jinx aims to provide dogs with a food alternative more appropriate for their modern needs instead of relying on legacy formulations. This food comes in the form of kibble, treats, toppers, and dental chews developed from essential nutrients-reach formulas free of fillers and preservatives. Rockovich said in this regard:

“Our vision is to elevate the way we care for our dogs by providing premium nutrition at an attainable price point and creating a single destination for wellness products that are clean-label and better for your dog. Early next year, we will expand beyond the DTC model making Jinx available at major retail locations across the country.”

According to the American Pet Products Association, a total of $43 billion was spent on pet food and treats in the United States during.2020, more than in any other pet-related category. This number is expected to grow by more than $2.1 billion this year as a result of the increasing number of pet owners. By providing a more nutritious and natural alternative to other brands, Jinx believes it can help pet owners take better care of their fur babies.



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