Jinx
Jinx is a Los Angeles-based premium pet wellness brand selling dog and cat food, treats, toppers, and refrigerated fresh meals directly to consumers and through over 10,000 U.S. retail locations including Walmart, Target, PetSmart, Chewy, Amazon, and Albertsons.
- Company typePrivate
- Founded2020
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jinx does
Jinx is a Los Angeles-based premium pet wellness brand founded in 2020 that sells dog and cat food, treats, meal toppers, and refrigerated fresh meals directly to consumers and through major U.S. retailers. The company originated as a direct-to-consumer brand and has expanded distribution to over 10,000 retail locations across Walmart, Target, PetSmart, Chewy, Amazon, and Albertsons, with Walmart serving as the exclusive launch partner for both the Jinx Fresh refrigerated line (August 2025) and the inaugural Jinx Cat Food line (February 2026).
Jinx's product portfolio spans dry kibble (multiple proteins and life stages including puppy, small breed, and grain-free), wet food (paté, stews, and homemades), refrigerated fresh rolls and pouches, treats (jerky bites, biscuits, layers, training treats), and meal toppers (kibble sauce, crumbles, freeze-dried). The underlying technology centers on premium protein sourcing (grass-fed beef, cage-free chicken, Atlantic salmon, pasture-raised lamb) combined with patented BC30 probiotics (GanedenBC30, 80 million CFU per pound of kibble), TruMune postbiotics in the cat line, and formulations free from corn, soy, wheat, and artificial ingredients, developed under an Expert Council of pet nutritionists, veterinarians, and formulators with 120 years of collective experience.
Jinx monetizes through unit pricing ($1 single-serve homemades, $6-$40 treats and toppers, $18-$65 kibble, $4-$36 wet food) supplemented by a Subscribe & Save subscription offering a 15% discount with 3-8 week customizable shipping. The brand is promoted through celebrity ambassadorship (actor Chris Evans since 2022), influencer partnerships (Tinx for the cat launch), social media (Instagram, TikTok, Facebook, YouTube), content marketing, and experiential events including a New York Fashion Week launch. Reported customer outcome metrics include 81% improved digestion, 93% preferred taste, and 80% picky-eater approval based on internal testing.
Jinx firmographics
Firmographics- Name
- Jinx
- Legal name
- Jinx, Inc.
- Website
- https://thinkjinx.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jinx is a Los Angeles-based premium pet wellness brand selling dog and cat food, treats, toppers, and refrigerated fresh meals directly to consumers and through over 10,000 U.S. retail locations including Walmart, Target, PetSmart, Chewy, Amazon, and Albertsons.
- Ownership category
- akta.pro rank
Jinx industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)
- akta.pro primary industry
- Dry Kibble (Dog & Cat) (CRADAFAA)
- akta.pro secondary industries
- Fresh & Refrigerated Pet Food (CRADAFAC), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Life-Stage & Breed/Size-Specific Formulas (CRADAFAG)
Keywords
Where Jinx is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Jinx business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Pet Food and Treats Sales: Jinx generates revenue primarily through the sale of premium dog and cat food products including kibble, wet food, treats, meal toppers, and fresh/refrigerated offerings. Products are available via subscription (with 15% subscriber discount) and one-time purchase on e-commerce and in retail stores.
- E-commerce Direct Sales: Direct-to-consumer online sales through the company's website (thinkjinx.com) with subscription options offering recurring revenue and a 15% discount for subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscribe & Save - 15% off first order |
| Unit Pricing | Pay-as-you-go | Small Breed Salmon Kibble - $18 one-time / $15.30 subscription |
| Unit Pricing | Pay-as-you-go | Treats and toppers - $6-$40 per unit |
| Unit Pricing | Pay-as-you-go | Wet food paté and stews - $4-$36 |
| Unit Pricing | Pay-as-you-go | Kibble Sauce - $6 single / $30 six-pack |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
Jinx product offering
Product offeringCore offering
Jinx is a premium pet wellness brand that designs, formulates, and sells dog and cat food products. Its portfolio spans dry kibble, wet food (paté and stews), home-cooked style homemades, refrigerated fresh food rolls and pouches, treats, and meal toppers, as well as a recently launched cat food line. Products are sold directly through the Jinx e-commerce site with a Subscribe & Save subscription model, and through major retail chains including Walmart, Target, PetSmart, Chewy, Amazon, and Albertsons.
Product overview
Jinx is a pet wellness brand offering premium dog and cat food products with a multi-format portfolio approach. The dog food lineup includes Dry Kibble (available in Chicken, Salmon, Beef, and Lamb proteins with grain-free options), Wet Food (Paté and Stews), Homemades (home-cooked style wet pouches), and Jinx Fresh (refrigerated rolls and pouches exclusive to Walmart). The treats portfolio includes Jerky Bites, Jerky Tenders, Training Treats, Biscuits, and Layers products. Meal Toppers (Crumbles, Kibble Sauce, Freeze-Dried) serve as add-on modules. Jinx has recently expanded into Cat Food with Dry Kibble and Wet options (Shreds and Paté in bone broth). The company positions itself on high-quality proteins, superfoods, and patented probiotics with no artificial ingredients or fillers like corn, wheat, or soy.
Differentiator
Problem solved
Functional benefit
Products and services
- Dry Dog Food (Kibble) Nutritionist-approved dry dog kibble made with high-quality proteins and superfoods, available in multiple proteins including Cage-Free Chicken, Atlantic Salmon, Grass-Fed Beef, and Grass-Fed Lamb, with grain-free and life-stage options.
- Wet Dog Food Soft, savory wet dog food including paté and bone-broth stews formulated with real high-quality ingredients, available in beef, salmon, and chicken flavors with grain-free options.
- Homemades (Home-Cooked Style Meals) Home-cooked style wet food pouches featuring gently-cooked recipes with real ingredients, available in multiple protein options, usable as a main meal or topper.
- Jinx Fresh (Refrigerated) Refrigerated fresh dog food line including rolls and pouches made with farm-raised chicken, cage-free turkey, and sockeye salmon, distributed exclusively at Walmart.
- Dog Treats All-natural dog treats including Jerky Bites, Jerky Tenders, Training Treats, Biscuits, and Layers treats, made with premium proteins without corn, wheat, soy, grains, fillers, or artificial preservatives.
- Meal Toppers Flavor boosters including Crumbles, Kibble Sauce, and Freeze-Dried toppers made with all-natural ingredients and premium proteins, designed to enhance any meal.
- Dog Food Bundles Curated product bundles including the Picky Dog Essentials Starter Pack and Build Their Best Bowl sets combining kibble, homemades, toppers, and treats into prepackaged meal systems.
- Cat Food (Dry) Premium dry cat food with bone broth in every bite, available in Indoor, Cage-Free Chicken, Turkey & Duck, and Fish recipes, formulated without corn, wheat, soy, or fillers.
- Wet Cat Food (Shreds and Paté) Wet cat food in bone broth featuring real meat morsels (shreds) and hybrid paté-mousse texture, available in Cage-Free Chicken, Ocean Fish, and Tuna & Salmon recipes.
Quantifiable outcome
- 81% of dogs showed improved digestion after switching to Jinx
- +4 more outcomes
Companies that use Jinx
Customer profileSegments2 records
Ideal customer profiles2 records
Jinx technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Jinx partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, flagship and core.
- Animal Haven NYCminorAnimal Haven NYC, a rescue organization, partnered with Jinx for the cat food launch event during New York Fashion Week, providing kittens available for adoption. Jinx donated to the rescue organization as part of the event.
- Tinx (Christina Najjar)flagshipCultural commentator and podcast host Tinx partnered with Jinx for the launch of its inaugural cat food line, positioning cat ownership as a dating 'green flag' in a Valentine's Day campaign. The partnership included an invite-only NYFW event 'The Purrfect Match' featuring adoptable kittens from Animal Haven NYC.
- AmazoncoreJinx officially launched on Amazon in February 2025, expanding access to premium dog food through Amazon's e-commerce marketplace and fulfilling Prime delivery promises.
- Chris EvanscoreActor Chris Evans (and his dog Dodger) serves as brand ambassador for Jinx since 2022, sharing the brand story and promoting the mission to make healthier pet food accessible. The partnership positions Jinx as a celebrity-endorsed premium brand and has been referenced as a key growth driver in company communications.
- WalmartflagshipWalmart serves as the exclusive launch partner for major Jinx product initiatives including the Jinx Fresh refrigerated dog food line (August 2025) and the inaugural Jinx Cat Food line (February 2026). Products are available in Walmart stores and on Walmart.com.
- TargetcoreTarget is a key retail distribution partner for Jinx products, offering items in physical Target stores and Target.com.
- PetSmartcorePetSmart serves as a pet specialty retail partner for Jinx, with products available in PetSmart stores and online.
- ChewycoreChewy is a key online retail partner for Jinx, providing direct-to-home delivery of Jinx products across the US.
- AlbertsonsminorAlbertsons grocery chain provides additional retail distribution for Jinx products in select stores across the US.
Scale indicators7 records
Recent moves10 records
Expansion highlights7 records
Jinx competitors and assessment
Company assessmentDirect peers
- Stella & Chewy's: Stella & Chewy's is a leading raw and freeze-dried pet food brand offering kibble, wet, raw patties, and treats for dogs and cats. Comparable to Jinx in functional nutrition differentiation, freeze-dried toppers, and broad retail presence in pet specialty.
- Open Farm: Open Farm is a premium pet food brand emphasizing responsibly sourced proteins, traceability, and sustainability across kibble, wet, treats, and toppers. Directly comparable to Jinx on premium natural positioning, multi-format portfolio, and DTC-plus-retail omnichannel distribution.
- Just Food For Dogs: Just Food For Dogs is a fresh, human-grade pet food brand with both refrigerated and lightly cooked meals sold through pet specialty retail and its own store network. Comparable to Jinx on fresh/refrigerated formats, vet-formulated positioning, and omnichannel distribution.
- The Farmer's Dog: The Farmer's Dog is a leading DTC fresh dog food brand with subscription pricing and a heavy emphasis on human-grade ingredients and gut health. Highly comparable to Jinx in premium positioning, direct-to-consumer origins, and subscription model.
- Nom Nom: Nom Nom is a fresh, vet-formulated pet food subscription brand with portioned meals for dogs and cats. Comparable to Jinx on fresh format, subscription model, and premium human-grade positioning; now owned by Mars Petcare.
- Ollie: Ollie is a DTC fresh dog food subscription brand focused on human-grade, vet-formulated recipes for personalized portions. Comparable to Jinx on premium positioning, expert-driven formulation, and subscription-first GTM.
- Wellness Pet Company: Wellness Pet offers natural, grain-free, and core pet food and treat lines for dogs and cats through grocery, mass, and pet specialty. Directly comparable to Jinx on premium natural positioning and broad retail distribution in categories including dry, wet, and treats.
- Orijen: Orijen is a premium, biologically appropriate, high-protein dry dog and cat food brand owned by Champion Petfoods. Directly comparable to Jinx on premium kibble positioning, multiple protein formulations, and pet specialty plus selective mass distribution.
Broad incumbents
- Blue Buffalo: Blue Buffalo is a mass-market premium pet food incumbent (owned by General Mills) offering kibble, wet food, treats and veterinary diets. Overlaps with Jinx in dog and cat food categories across mainstream retail and competes head-to-head for premium shelf space.
- J.M. Smucker (Pet Food): J.M. Smucker owns a portfolio of mass-market pet food brands including Rachael Ray Nutrish and Milk-Bone. Comparable as a parent-scale incumbents competing against Jinx for shelf space and consumer mind in mainstream grocery and mass channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jinx social profiles
Digital presenceJinx financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jinx leadership team
Management profileNumber of profiles
Profiles6 records
Jinx funding detail
Funding detailFunding overview
Funding rounds4 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jinx M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jinx
What does Jinx do?
Jinx is a premium pet wellness brand that designs, formulates, and sells dog and cat food products. Its portfolio spans dry kibble, wet food (paté and stews), home-cooked style homemades, refrigerated fresh food rolls and pouches, treats, and meal toppers, as well as a recently launched cat food line. Products are sold directly through the Jinx e-commerce site with a Subscribe & Save subscription model, and through major retail chains including Walmart, Target, PetSmart, Chewy, Amazon, and Albertsons.
Is Jinx a public or private company?
Jinx is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jinx founded?
Jinx was founded in 2020. It employs 11 to 50 people.
Where is Jinx based?
Jinx is headquartered in Los Angeles, United States, in the North America region.
How does Jinx make money?
Two revenue lines are on record. Pet Food and Treats Sales are the primary driver. The others are E-commerce Direct Sales.
Who are Jinx's main competitors?
Direct peers on record are Stella & Chewy's, Open Farm, Just Food For Dogs, The Farmer's Dog, Nom Nom, Ollie, Wellness Pet Company and Orijen. Broad incumbents are Blue Buffalo and J.M. Smucker (Pet Food).
Does Jinx have an API?
No public API is recorded for Jinx.
What industry is Jinx in?
Jinx's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAA, Dry Kibble (Dog & Cat), with a secondary code of CRADAFAC, Fresh & Refrigerated Pet Food. Its NAICS code is 311111.