Jinx, The Beloved Superfood-Packed Dog Food Brand, Announces $28 Million Series A To Expand Footprint

THE ANGELNov 16, 2021 / PRNewswire / – Jinx, the clean label canine nutrition brand tailored to meet the needs of the modern dog, today announced: $ 28 million Series A financing round. Led by the investment advisory firm The Merchant Club (TMC), which represents the interests of high-profile entrepreneurs and long-standing top family offices, the salary increase enables Jinx to expand its product portfolio and expand its presence beyond the direct customer segment Launched at major brick and mortar retailers across the country in early 2022. The round also includes investments from comedians and dog owners Trevor Noah, Actor Chris Evans, NFL star Odell Beckham Jr., Co-founder of the Creative Artist Agency (CAA) Michael Ovitz, and other big names in technology, lifestyle, entertainment, and hospitality.

As the founding director of Casper Mattress, the co-founders of Jinx Terri Rockovich, Sameer Mehta, and Michael Kim were responsible for growing Casper from a startup into the major direct-to-consumer brand it is today. The team started Jinx in January 2020. Collaboration with brands such as Postmates, Spotlight Oral Care, Barry’s and most recently to create a menu with dog-friendly dishes in the Michelin-starred restaurant Angler in Saison Hospitality The angel and San Francisco, Jinx has become known as a lifestyle brand that appeals to the modern dog owner.

“Our vision is to improve the way we care for our dogs by providing quality nutrition at an affordable price and creating a single destination for wellness products that are clean and better for your dog,” said Terri Rockovich, CEO & Founder of Jinx. “This round of funding included a very strategic list of investors with a passion for our brand and mission. The round will ultimately allow us to step onto a bigger stage and create mass premium options for our clients. We’ll be doubling our team.” and are introducing product lines in new pet health categories that will enable us to continue providing dogs with the highest quality nutrition available. “Rockovich continued,” Early next year we will expand beyond the DTC model and make Jinx available in major retail locations across the country do.”

Jinx is also backed by a list of A-list investors and dog lovers, including: Will Smith, Halsey, Nas, Michael Strahan, Zachary Quinto, and Lily Singh which were part of a SEED financing round led by Initialized Capital. Since then, Jinx has been available online through major retailers such as Petco, Target, and Bloomingdales. This Series A will allow further expansion to physical retail locations across the country, giving more dogs and their parents access to quality nutrition without compromising on value or convenience.

Jinx offers dry food, treats, toppers and dental chews, all of which are rich in essential nutrients for truly holistic dog nutrition. Jinx’s expertly crafted recipes are filler-free and preservative-free and contain only real ingredients like organic chicken, plus over 20 natural superfoods for added benefits, including improved gut health. Every Jinx product is formulated by animal nutritionists and approved by certified veterinarians. Jinx proactively publishes its digestibility ratings to provide greater transparency to dog parents, and all products are thoroughly tested in production labs, post-production analysis, and advanced feeding trials to ensure quality.

About Jinx
Jinx is a superfood-filled, clean canine nutrition brand that uses functional, natural ingredients to create science-backed feeds and treats to provide balanced nutrition for dogs of all breeds, ages, and sizes. Co-founded by members of Casper’s executive founding team and supported by prominent investors such as Will Smith, Nas and Halsey, Jinx is more than just a dog food company: it’s a lifestyle for modern pets and their owners. Jinx works on speaking to pet parents in unexpected ways, including clever collaborations with brand partners like Barry’s, Spotlight Oral Care, and more. Learn more about Jinx at ThinkJinx.com and follow Jinx on Instagram @thinkjinx.

About the dealer club
The Merchant Club (TMC) is an innovative investment advisory firm that brings together family offices and seasoned entrepreneurs looking for direct co-investment opportunities. Working with investors looking for more transparency and control over their investment decisions, TMC offers a selected number of opportunities in all sectors and regions each year with no equity participation and a full reconciliation of interests. With over six decades of combined experience working and investing with private and institutional investors, TMC’s partners have built a trusted global network that they can rely on for both business sourcing and expertise. From his offices in London and new York, TMC offers a full range of comprehensive services such as: Deal Sourcing & Screening, Due Diligence & Execution, Analysis & Consulting, and active monitoring throughout the life of the investment. Visit www.themerchant.club


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