Get to Know: Jinx

Image from Jinx

Tell us a little bit about how Jinx got started?

My co-founders and I met during our time on the founding team at Casper and after our tenure there, we spent time figuring out together what our next move would be. We are all dog parents who have struggled with finding a convenient way to feed our dogs of different ages, sizes, and breeds that is also nutritionally complete and designed to support their modern lifestyle. We couldn’t identify with the dog food bags graced with wolves and formulated for prey-hunting carnivores.

This recurring frustration was exacerbated when my rescue dog, Blitz, had a traumatic back injury in 2014 which required surgery that rendered him partially immobile with significant nerve damage. Nutrition was a key part of his rehabilitation, but with an already picky palate, trying to find a food that he was interested in eating and kept him regular and didn’t allow for extra weight was impossible. From not eating dry options to eating around nutrients in fresh food, nothing out there was working. I knew there had to be something better - easier to feed, enjoyable to eat, more convenient to store - it just didn’t exist yet. That’s when we knew there was an opportunity to do things differently and create a product line that balanced quality and convenience, giving dog parents everywhere the nutritional foundation they need to help their dogs thrive in today’s world. So we created Jinx.

We did 18+ months of research and learned very quickly that not all food is created equal. Legacy kibble brands are packed with either too much filler or too much protein, lacking key nutrients. We know that as our lives have evolved, so have the nutritional needs of our dogs. Modern dogs need a varied diet that reflects their level of activity, one with balanced nutrition that comes from both animal and plant sources designed to help them thrive in today’s environment. This means feeding them an all-natural diet filled with lean proteins, plant-based superfoods, and probiotics, ensuring that they are not only consuming the right nutrients but also absorbing them for maximum benefits. To do this, we worked with top experts in pet nutrition and veterinary medicine to create a new, delicious, balanced way to nourish our pups that fuels them in today’s [world].

Jinx was the name of my co-founder Sameer’s dog a while back, now he has Kai. Wally is my co-founder Mike’s dog, and Blitz and Shadow are my pups. Blitz is 12 years old now and thriving on a Jinx diet - he keeps up with my 3 year old shepherd-mix on hikes and at the park, which is amazing to watch. It just shows you how impactful nutrition is on the overall health and wellness of our pups, and why it’s important to prioritize feeding them well. 

I love the idea of the freeze-dried toppers over kibble. What inspired the product?

Even the best eaters can use something special to make mealtime more exciting, especially when your dog is eating the same thing every day. It’s also a great tool for picky pups, who need a little extra encouragement at mealtime to make sure they are getting the nutrients they need.

A meal mixer does two things for pups - first, it adds a boost of flavor in addition to the kibble, but it also helps some of the kibble’s aromas become more prominent, dialing up appetite appeal on both fronts. 

What's your favorite thing about running a company that caters to pet parents?

I’ve been an animal lover my whole life, so I understand the importance of caring for a pet. As a dog mom, I also understand the incredible challenges of finding the right food for your pup, so not only does it give me a reason to create better options for dog parents like me, but it also gives me an empathetic lens to the struggles that so many pet parents have. I love being able to help and connect with pet parents around the country and learn so much from them about their needs and their pets’ journeys. It also doesn’t hurt that I’m surrounded by an amazing team of dog parents every day, and get to encourage dog participation in the daily grind.

If I wanted to change my dogs' food to Jinx, how would I integrate it? 

Transitioning to a new food successfully is all about taking the right steps. Since different foods have different nutritional compositions, it’s important to give your dog’s system time to adjust. We typically recommend a two-week transition period in which you gradually add Jinx into their diet. This helps your pet’s digestive tract adapt to new ingredients. Keep an eye on their stool quality, as you will notice slight changes in color or loose stool that can sometimes occur during the transition. We recommend holding off on increasing the amount of new kibble until their stool returns to what you’re used to. Then, continue this process until they’re eating 100% Jinx.

If you’re adding treats, toppers, or dental chews into your dog’s diet, no transition time is needed. Just feed and let your pup enjoy!

Any news for Jinx in the future, especially in light of COVID? 

We launched Jinx into the height of COVID, serving pet parents in need of a convenient online option and an uninterrupted supply chain. Our commitment to supporting our eCommerce business will continue to be a priority, even if things take a turn for the worse. That said, in the last year we’ve expanded distribution into four retail partners: Petco.com, Rover.com, Bloomingdales.com, and Target (both in-store and online). Our goal is to continue to make better nutrition for pups as accessible as possible for our customers, so they can get what they need, wherever they choose to shop.

Visit ThinkJinx.com to get up to 40% off your first subscription shipment.

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