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Jinx Secures $17.85M in Financing

The money will support continued growth and distribution in key retail channels.




LOS ANGELES — Launched in 2020 and moving into its second year of retail, Jinx has secured $17.85 million in financing.

The money will support continued growth and distribution in key retail channels, according to a press release.

The Series B round was led by The Merchant Club and Align Ventures. The remainder of the round was filled with primarily existing investors, including AF Ventures and Era Ventures, and a new participant called Range Group.

“After leading the Series A, The Merchant Club is pleased to announce a subsequent strategic investment in Jinx as the lead investor of this Series B,” said Laurent Ghouzi, founding partner at The Merchant Club. “We are thrilled to continue to support an outstanding team and brand in the continuously growing pet food sector. This further capital infusion will continue to fuel Jinx’s exceptional growth as a leading brand.”

More from the release:

Jinx is a modern dog food company that helps pet parents elevate the way they care for and connect with their pets. It was founded by Terri Rockovich, Sameer Mehta, and Michael Kim in 2019. Since launch, Jinx has shifted their core business from Direct-to-Consumer into retail partnerships and has become the fastest-growing brand in retail, pacing to land over $45m in revenue this year. Jinx added a strategic hire to the executive team in Fall 2022, bringing on Kyle Banahan as President. Kyle was the Chief Commercial Officer at Amplify Snack Brands (SkinnyPop Popcorn, Pirate’s Booty, Dot’s Pretzels), overseeing a $1B+ snacking portfolio.

“We launched Jinx with a mission to better every dog’s bowl because a healthy diet can add up to 2.5 years to a dog’s lifespan. This round of financing not only allows us to strategically expand our retail footprint and penetrate more households, but also to make significant investments in innovation, marketing, merchandising, and people,” emphasizes Terri Rockovich, Co-Founder and CEO at Jinx.“If there’s one data point we feel most proud of, it’s that Jinx is driving category growth via incremental customers, and if we get the chance to compete in the dog’s bowl–we’re the clear favorite.”

The company’s better-for-them products are thriving in retail, with over +5,000 doors nationwide across Walmart, Target, Petsmart, Albertsons, Safeway, Shoprite, and Giant. They are using the Series B capital to invest in further expansion across Mass Retail, Grocery, and eCommerce. Jinx is also funding continued product innovation that promotes pushing the dog food category forward by offering products with ingredients that are proven better for modern day pups.

Celebrities like Chris Evans, Halsey, Trevor Noah, Lily Singh, Zachary Quinto, Nas, and Michael Strahan are not only dog lovers – but big fans of what Jinx is building and proud investors. In June, Chris Evans was featured on stage at the Walmart Shareholders Meeting to talk about how Jinx has positively impacted his dog’s life and rave about Dodger’s favorite products. From Hollywood to Bentonville, everyone is barking about Jinx.




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