Former Casper execs are constructing a direct-to-consumer pet food startup referred to as Jinx

With Jinx, three former members of the Casper staff wish to deliver what CEO Terri Rockovich referred to as “the Casper playbook” to promoting pet food.

The startup has raised $5.65 million from an all-star checklist of traders together with Alexis Ohanian of Initialized Capital, Align Ventures, Model Foundry, Wheelhouse Group, Will Smith and his household, the rapper Nas, singer Halsey, YouTube star/late evening host Lilly Singh and TV persona/former NFL star Michael Strahan.

Rockovich beforehand served as vice chairman of acquisition and retention advertising at Casper, the place she met her co-founders Sameer Mehta and Michael Kim. She stated all three of them are “canine obsessives” who’ve expertise making an attempt to feed “choosy eaters.” And so they wer “hungry for a model that’s skinned in a manner that’s much more relatable to millennial client.”

It’s not nearly taking common pet food and promoting it in a brand new manner, both. Rockovich famous that an estimated 56% of canine in the US are obese or overweight. So Jinx’s workers nutritionist — working with a bigger diet council — has developed a line of kibble and treats that she stated is “filled with natural proteins, diversified proteins and easy-to-process carbohydrates for a reasonably lively animal.”


Jinx plans to begin promoting its first merchandise in January. Rockovich stated it is going to goal pet house owners with a sure set of “way of life attributes” — like residing in an condominium, hiring canine walkers and proudly owning canine who sleep of their beds — and educate them so they really look at the components of their pet food, whether or not they purchase it from Jinx or another person.

“We perceive the intense nature of making one thing that goes right into a physique and type of powers a life-style,” she stated. “We’ve been so aware of that. Frankly, it’s delayed our timeline — we all know now we have to get it proper.”

As for a way a lot this can value, Rockovich stated Jinx will “fall within the premium class.” (Should you’re acquainted with premium pet food manufacturers, she stated Jinx pricing be someplace between Blue Buffalo and Orijen.) And whereas the corporate begin off by promoting on to shoppers via its web site, Rockovich stated her Casper expertise has taught her the significance of getting “some IRL presence, particularly in retail.”

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