LOS ANGELES — Direct-to-consumer pet wellness brand Jinx is launching with $5.65 million in funding from high-profile investors such as Will Smith and family, rapper NAS, singer Halsey, late-night host and YouTube star Lilly Singh, TV host and former NFL hall-of-famer Michael Strahan and soccer star Daniel Sturridge.
The brand will officially launch in January at www.ThinkJinx.com, with future expansion plans into retail.
Jinx “will offer a nutritionally comprehensive and calorically balanced kibble and treat lines made with high-quality ingredients and proprietary formulas that eliminate artificials and fillers, and use only the best proteins and superfoods – starting with Organic Chicken and a medley of powerhouse fruits and vegetables,” according to a press release.
Jinx was founded by former Casper mattress executives Sameer Mehta and Michael Kim. It’s led by CEO Terri Rockovich.
“You are not a caveman, and your dog is not a wolf. Our dogs have evolved and have lifestyles full of doggie playdates, trips to the park, long naps and human cuddles,” Rockovich said. “Jinx is inspired by a modern perspective on advanced nutrition that will help our dogs sustain their healthy, advanced lifestyles.”
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The investment in Jinx was led by Alexis Ohanian of Initialized Capital, with participation from Align Ventures, Brand Foundry, Sinai Ventures, Wheelhouse Group, &vest and NQV8.
“The pet industry is on track to exceed $75 billion this year, fueled by millennial pet owners,” Ohanian said. “They’re spending more on pet food than any other generation and even delaying life milestones to care for their pets. Now is the time for a brand like Jinx.”