Jinx 2024:  Meeting the Needs of Modern Dogs

As dogs have evolved from their wolf-like ancestors over the years, so should their food. Jinx has done just that by creating clean, balanced, nutritious food that meets the needs of the modern dog.  We chat with Terri Rockovich, CEO and co-founder of Jinx, who shares the importance of providing better nutrition for our pets.

What was the motivation behind starting Jinx?

We created Jinx because all of the format brands which make up the bulk of the market are outdated and designed for dogs that don’t necessarily reflect the furry members of our family that sleep on our beds and join us at work. 

If you walk down a pet food aisle, you’re met with images of wolves, bears plucking fish from an open stream, or some type of model show dog. I have two (spoiled) rescues, both with wildly different needs. So we spent a year researching the category and hiring the right nutritional panel to formulate and manufacture our products. 

Then, we spent another year going through research and development, and testing to ensure our products could outperform the best-in-category brands from a digestibility perspective.

How do you feel about the pet food industry?

During our first year of research, we came to realize it’s a massive market that’s overdue an update – there’s very little consumer transparency. That’s why we’ve designed recipes for modern dogs, not their ancestral wolf-like predecessors. It’s premium nutrition packed in the most convenient delivery mechanism and delivered straight to your door. 

What goes into your products?

Jinx recipes are crafted to deliver balanced nutrition in every bite. We only use high-quality ingredients: premium proteins like organic chicken and fresh salmon, an abundance of functional superfoods, and a patented probiotic to support gut health.

In following a Jinx diet are there any noticeable physical improvements and long-term health benefits?

Each diet is formulated to meet the essential needs of the modern dog, including strong muscles, improved immunity, renewed energy, healthy joints, strong bones and teeth, shiny coats and healthy skin, heart and eye health, and digestive support. We’ve conducted independent third-party testing to validate these health benefits and score the total digestibility of the product, to ensure all essential nutrients are being absorbed.

How does your subscription and shipping program work?

Our subscription program is built to be simple and flexible. You can take a quiz to receive product recommendations, or sign-up directly if you already know what you want and how often you need it. We’ve also built a way to manage your subscription seamlessly over text message, to confirm upcoming shipments, or to pause it if you happen to be going out of town.

Are there any exciting plans for the business?

There sure are! One of the silver linings of the pandemic was that a lot of households added a dog to their family. This has impacted demand in a really positive way and all of the brands and retailers are noticing it. As such, we’ve received a lot of inbound interest to expand into retail – so we’re focused on scaling production to be able to meet the needs of these large footprint formats.