Jiminy's
Jiminy's is a Berkeley-based DTC pet food company founded in 2016 that formulates dog food, treats, and dental chews with cricket and black soldier fly larvae protein, serving allergy-affected, eco-conscious, and health-focused dog owners in the US market.
- Company typePrivate
- Founded2016
- HeadquartersBerkeley, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jiminy's does
Jiminy's is a Berkeley, California-based sustainable pet food company founded in 2016 by CEO Anne Carlson. The company produces dog food, treats, and dental chews formulated with insect protein — specifically cricket (Acheta domesticus) and black soldier fly larvae (Hermetia illucens) — as novel, hypoallergenic alternatives to traditional chicken or beef proteins. Products include two core dog food formulas (Cravin' Cricket and Good Grub, also sold as a Rotation Diet bundle), soft chewy training treats in multiple flavors, crunchy treats, and cinnamon dental chews available in four size variants. All products are manufactured in the USA, are AAFCO-compliant for adult dogs, and are free from common allergens such as corn, wheat, soy, and poultry. The company's scientific differentiation rests on peer-reviewed research demonstrating 86-91% protein digestibility, natural prebiotic chitin fiber, medium-chain fatty acids with antimicrobial oral health benefits, and skin barrier function improvements in dogs with atopic dermatitis.
Jiminy's operates a direct-to-consumer-first business model, selling primarily through its Shopify-based e-commerce storefront at jiminys.com with subscription options and a points-based Bug Club loyalty program offering a $10 first-order discount. Secondary distribution channels include Amazon marketplace listings and wholesale partnerships with retail buyers, served by two regional fulfillment centers in Minnesota and California using FedEx Ground, USPS, and UPS. Pricing ranges from $11.49 for a 6 oz bag of crunchy treats to $42.00 for the Rotation Diet combo pack, with free shipping on orders over $25. The company targets three primary consumer segments: dog owners with allergic or sensitive pets, eco-conscious pet owners seeking to reduce their dog's carbon pawprint, and health-focused owners prioritizing functional nutrition. Veterinary endorsements, sustainability messaging (claiming 740% less greenhouse gas emissions than beef protein), and community impact programs (20,000+ shelter meals donated) form the core of the brand's marketing strategy.
The company is privately held and founder-led, with Anne Carlson serving as CEO. It has received early-stage institutional backing from Pipeline Angels (2018), Leap Venture Studio, Michelson Impact Ventures, and R/GA Ventures (2019), and True Wealth Ventures (2021), though specific funding amounts are not disclosed. In August 2024, Jiminy's entered a core co-development partnership with France-based insect protein specialist Innovafeed and Arch to develop products under the Hilucia brand. Headcount is reported at 1-10 employees, and operations are US-only with international shipping unavailable.
Jiminy's firmographics
Firmographics- Name
- Jiminy's
- Legal name
- Jiminy's
- Website
- https://jiminys.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Jiminy's is a Berkeley-based DTC pet food company founded in 2016 that formulates dog food, treats, and dental chews with cricket and black soldier fly larvae protein, serving allergy-affected, eco-conscious, and health-focused dog owners in the US market.
- Ownership category
- akta.pro rank
Jiminy's industry classification
Industry- Product category
- Sustainable pet food (insect-protein dog nutrition)
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Other Animal Food Manufacturing (311119)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI)
- akta.pro secondary industries
- Treats & Chews (CRADAFAE), Functional & Veterinary Diet Pet Food (CRADAFAF), Dry Pet Food (Kibble) (AFADAFAA)
Keywords
Where Jiminy's is headquartered
LocationHeadquarters
- HQ city
- Berkeley
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Jiminy's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Jiminy's generates primary revenue through direct-to-consumer sales via its e-commerce storefront, selling dog food, treats, and dental chews at various price points. Products are available as one-time purchases or through a subscription rewards program.
- Wholesale Distribution: Jiminy's distributes through wholesale channels to retail partners, with products available through a store locator feature on the website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cravin' Cricket Dog Food - 3.5 lb bag |
| Unit Pricing | Pay-as-you-go | Good Grub Dog Food - 3.5 lb bag |
| Unit Pricing | Pay-as-you-go | Cinnamon Dental Chews |
| Unit Pricing | Pay-as-you-go | Chewy Treats - 6 oz single bag |
| Unit Pricing | Pay-as-you-go | Chewy Treats - 3 bag bundle |
| Unit Pricing | Pay-as-you-go | Chewy Treats 2-Pack Bundle |
| Unit Pricing | Pay-as-you-go | Rotation Diet Combo Pack |
| Unit Pricing | Pay-as-you-go | Crunchy Treats - Original Recipe 5 oz |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Jiminy's product offering
Product offeringCore offering
Jiminy's manufactures and sells dog food, training treats, and dental chews formulated with insect protein (cricket and black soldier fly larvae), marketed as hypoallergenic, highly digestible, and sustainable alternatives to traditional meat-based pet food. Its two flagship foods—Cravin' Cricket and Good Grub—are sold as 3.5 lb bags, with rotational and value bundles, complemented by soft chewy treats, crunchy biscuits, and Cinnamon Dental Chews in multiple sizes. All products are made in the USA, AAFCO-compliant, and free of common allergens such as chicken, beef, corn, wheat, and soy.
Product overview
Jiminy's is a women-owned company producing sustainable dog food and treats made with insect protein (crickets and black soldier fly larvae). The product portfolio centers on two core dog food formulas—Cravin' Cricket (cricket-based) and Good Grub (grub protein-based)—which are also offered together as a Rotation Diet bundle. These are complemented by a line of soft and crunchy training treats available in multiple flavor varieties, cinnamon dental chews in four sizes for oral health, value bundles, and branded merchandise. All products are made in the USA, free from common allergens (corn, wheat, soy, poultry), and meet AAFCO nutrient standards.
Differentiator
Problem solved
Functional benefit
Brands
- Good Grub: Dog food made with black soldier fly larvae protein for dogs with allergies and sensitive stomachs.
- Cravin' Cricket
Products and services
- Cravin' Cricket Dog Food Gut-friendly dog food made with cricket protein, designed to support healthy digestion, firmer stools, and reduced gas. Meets AAFCO nutrient profiles for adult dogs and is sold as a 3.5 lb bag at $21.95.
- Good Grub Dog Food Hypoallergenic dog food formulated with black soldier fly larvae (grub) protein for dogs with allergies, sensitivities, and skin and gut issues. Sold as a 3.5 lb bag at $21.95 and meets AAFCO adult-dog nutrient profiles.
- Rotation Diet Combo Pack Bundle of two 3.5 lb bags (Cravin' Cricket and Good Grub) sold at $42.00, intended to provide protein variety and support overall dog health through rotational feeding.
- Chewy Treats – Peanut Butter & Cranberry Soft, chewy training treats featuring BSFL protein plus peanut butter and cranberry, each under 3 calories and suitable for training rewards and sensitive dogs. Offered as a 6 oz single bag at $11.49 or a 3-bag bundle at $28.50.
- Chewy Treats – Sweet Potato & Peas Low-calorie soft chewy training treats made with cricket protein, sweet potato, and peas, each under 3 calories and easy to break apart for training. Sold as a 6 oz single bag or as part of a two-flavor variety bundle.
- Crunchy Treats – Original Recipe Grain-free crunchy dog biscuits made with cricket protein, pumpkin, and flaxseed. Less than 10 calories per treat and suitable for sensitive dogs; sold as a 5 oz bag at $11.49.
- Cinnamon Dental Chews Dental chews made with BSFL grub protein and cinnamon, scientifically shown to clean teeth, fight plaque, freshen breath, and reduce odor-causing bacteria. Available in Extra Small, Small, Medium, and Large sizes, priced at $19.95–$19.99 per pack depending on size.
- Chewy Cricket Treat 2-Pack Bundle Two-flavor variety pack combining the Pumpkin & Carrot and Sweet Potato & Peas soft chewy training treats at a reduced bundle price of $19.00, marketed as low-calorie and gut-friendly.
- Jiminy's Merchandise Jiminy's-branded merchandise assortment sold through the jiminys.com merch collection, including organic baseball caps, cricket-themed shirts and crewnecks, and eco-friendly dog leashes made from recycled materials.
Quantifiable outcome
- Cricket protein digestibility: 86.5-87.3% digestibility
- +8 more outcomes
Companies that use Jiminy's
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Jiminy's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Jiminy's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- InnovafeedcoreFrance-based insect protein specialist Innovafeed partnered with Jiminy's and Arch in August 2024 to develop sustainable pet food products under the Hilucia brand. This co-development partnership combines Innovafeed's insect protein expertise with Jiminy's formulation capabilities for innovative sustainable pet food.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Jiminy's competitors and assessment
Company assessmentDirect peers
- Yora: UK-based direct competitor making insect protein dog food using black soldier fly larvae. Closest functional peer to Jiminy's Cravin' Cricket and Good Grub lines, with similar sustainability and hypoallergenic positioning.
- Petgood: Swedish insect protein dog food brand sold across European markets. Comparable to Jiminy's in using insect protein for sustainable, hypoallergenic canine nutrition, though distributed internationally rather than U.S.-only.
- Bug Bakes: UK-based maker of insect protein dog treats and food. Comparable in insect-based ingredient innovation and treat-forward assortment; serves as a smaller-format UK analogue to Jiminy's.
- Green Pet Food: European insect-based pet food manufacturer offering insect protein dog food under brands like Lovebug. Directly comparable ingredient technology and sustainability value proposition to Jiminy's.
Emerging players
- Wilder Harrier: Singapore-headquartered alternative-protein pet food company with insect and plant-based recipes. Comparable to Jiminy's in alt-protein positioning for dogs, though primarily distributed across Asia rather than North America.
Broad incumbents
- Open Farm: North American premium sustainable pet food brand with strong ethical sourcing and traceability story. Comparable in sustainability-led positioning and premium pricing, though protein source is traditional meat rather than insect.
- Whimzees: Natural dental chew brand for dogs, owned by Wellness Pet Company. Directly comparable to Jiminy's Cinnamon Dental Chews in the dog dental care category, with far broader distribution and marketing scale.
- Greenies: Market-leading dog dental chew brand owned by Mars Petcare. Competes head-to-head with Jiminy's dental chews in the same use occasion, with vastly greater retail distribution and brand awareness.
- Stella & Chewy's: Premium raw and freeze-dried pet food brand. Comparable in premium positioning and natural/functional benefit messaging to Jiminy's, though much larger and broader in product format.
- Primal Pet Foods: Premium raw and freeze-dried pet food maker with strong natural/holistic positioning. Comparable to Jiminy's in health-forward brand narrative and specialty retail channel strategy, with greater scale and breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jiminy's social profiles
Digital presenceJiminy's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jiminy's leadership team
Management profileNumber of profiles
Profiles1 record
Jiminy's funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jiminy's 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 Jiminy's
What does Jiminy's do?
Jiminy's manufactures and sells dog food, training treats, and dental chews formulated with insect protein (cricket and black soldier fly larvae), marketed as hypoallergenic, highly digestible, and sustainable alternatives to traditional meat-based pet food. Its two flagship foods—Cravin' Cricket and Good Grub—are sold as 3.5 lb bags, with rotational and value bundles, complemented by soft chewy treats, crunchy biscuits, and Cinnamon Dental Chews in multiple sizes. All products are made in the USA, AAFCO-compliant, and free of common allergens such as chicken, beef, corn, wheat, and soy.
Is Jiminy's a public or private company?
Jiminy's is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jiminy's founded?
Jiminy's was founded in 2016. It employs 1 to 10 people.
Where is Jiminy's based?
Jiminy's is headquartered in Berkeley, United States, in the North America region.
How does Jiminy's make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution.
Who are Jiminy's's main competitors?
Direct peers on record are Yora, Petgood, Bug Bakes and Green Pet Food. Wilder Harrier is listed as an emerging player. Broad incumbents are Open Farm, Whimzees, Greenies, Stella & Chewy's and Primal Pet Foods.
Does Jiminy's have an API?
No public API is recorded for Jiminy's.
What industry is Jiminy's in?
Jiminy's's product category is Sustainable pet food (insect-protein dog nutrition). Its primary akta.pro industry code is CRADAFAI, Alternative Protein & Sustainable Pet Food (insect/plant/cell-based), with a secondary code of CRADAFAE, Treats & Chews. Its NAICS code is 311111 and its SIC code is 2000.