Dog Food Company Jinx Secures Series B Financing

Launched in 2020 and moving into its second year of retail, Jinx has successfully completed its Series B fundraise. Led by The Merchant Club and Align Ventures, the company secured $17.85 million in financing to focus on continued growth and distribution in key retail channels. The remainder of the round was filled with primarily existing investors like AF Ventures and Era Ventures and a single new participant called Range Group, demonstrating the continued confidence in the company’s ability to scale through challenging environmental and economic factors.

“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.”

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 more than $45 million in revenue this year. Jinx added a strategic hire to the executive team in Fall 2022, bringing on Kyle Banahan as President. Banahan was the Chief Commercial Officer at Amplify Snack Brands (SkinnyPop Popcorn, Pirate’s Booty, Dot’s Pretzels), overseeing a more than $1 billion 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,” said 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 available nationwide across Walmart, Target, Petsmart, Albertsons, Safeway, Shoprite and Giant stores. They are using the Series B capital to invest in further expansion across mass retail, grocery and e-commerce. 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.