Jinx will enter the cat food category exclusively with Walmart from mid-February. Founded in 2019 by former Casper executives Terri Rockovich, Sameer Mehta and Michael Kim, Jinx is a modern direct-to-consumer dog wellness brand.
The company will debut in the cat food segment with both dry and wet formats. Its formulations prioritise protein as the primary ingredient, sourced from cage-free chicken, Atlantic salmon or ocean fish. The products are infused with bone broth and are free from soy, corn and wheat.
To support the launch of its cat food range, Jinx has partnered with podcaster Tinx, a cat owner, to drive awareness through influencer-led marketing campaigns.
Jinx began as an online-only business in 2020 and expanded into physical retail post-pandemic through a partnership with Walmart in 2022. The brand now operates an omnichannel distribution model, with products available across major and smaller retail outlets as well as online marketplaces.
