Jinx Hits $100M, Eyes Future With New CEO

Jinx, a next-generation pet health food brand that just passed $100 million in revenue, recently announced a new phase of growth with a leadership shakeup as it heads into a series C funding round.

Incoming Chief Executive Officer Kyle Banahan said the next stage of growth will focus on product innovation, deeper retail penetration and expanded consumer awareness.

“This is a pivotal moment for Jinx,” Banahan said in an interview. “We’re scaling fast, and we’re building a brand that consumers trust, one that puts the dog first in every decision.”

With the upcoming launch of its fresh dog food line with Walmart and fundraising push focused on marketing and R&D, Jinx is betting that its clean-label products, transparent branding and accessible price points can continue to win market share.

Jinx launched into retail with Walmart in 2022 – a move co-founder and incoming board chair Terri Rockovich credits as a key turning point in the company’s growth trajectory. The company now sells in more than 10,000 doors nationwide, including Target, PetSmart, Whole Foods, Publix and Tractor Supply Co.

Since then, Jinx has maintained an 88% compound annual growth rate and has expanded even more aggressively in 2025, underscoring that the company has carved out a space in the crowded pet food industry.

“We’ve crossed this really big milestone – a hundred million dollars in revenue and profitability – and now we are this really interesting asset that’s moved from a DTC disruptor to a real omnichannel competitor,” Rockovich said.

Rockovich was confident that the new leadership bench will set Jinx up to scale while ensuring the company continues to be an “accessible, aspirational and authentic brand that puts pet wellness first.”  

Banahan, formerly the brand’s president, has stepped in as chief executive, succeeding Rockovich, who will transition to board chair to continue steering the company’s vision. Jinx is also bringing on Graeme Fleckney, formerly of Amplify Snack Brands and Hershey International, as chief financial officer.

Though no goal was disclosed for the series C, previous funding rounds raised $46 million to support Jinx’s brick-and-mortar retail launch and expand its product portfolio. 

“We’re more focused on finding a partner who will have a large, vested interest in helping us continue to hyper-scale this company,” Banahan, adding that capital raised this round will back marketing and product development.

The company previously found success with a kibble-enhancing “kibble sauce,” which executives say helped define a new subcategory, combining convenience and health benefits.

Jinx works closely with a nutritional consultant to formulate recipes tailored to a dog’s day-to-day health. Before anything reaches the shelf, products undergo testing for taste, palatability, digestion and even stool quality. While unglamorous, Banahan says the metrics signal real nutritional performance.

“We know we’ve got one of the most effective brands in the space,” he said. “Now it’s about telling that story to more pet parents.”

Rockovich said the brand’s authenticity has been central to its marketing strategy, which most recently included a high-profile partnership with actor Chris Evans and his rescue dog, Dodger. Initially a series A investor, Evans signed on as a multi-year brand ambassador after his team reached out about Dodger “tearing through the Jinx sample box.”

Despite the company’s rapid ascent and popularity with A-listers, Rockovich said its mission remains unchanged.

“Everything we do is about the dog,” Rockovich said. “From product formulation to packaging to storytelling, we’ve built a brand that meets the emotional and nutritional needs of modern pet parents – and their pets.”