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With Jinx, three former members of the Casper team are looking to bring what CEO Terri Rockovich called “the Casper playbook” to selling dog food.
The startup has raised $5.65 million from an all-star list of investors including Alexis Ohanian of Initialized Capital, Align Ventures, Brand Foundry, Wheelhouse Group, Will Smith and his family, the rapper Nas, singer Halsey, YouTube star/late night host Lilly Singh and TV personality/former NFL star Michael Strahan.
Rockovich - Vice - President - Acquisition - Retention
Rockovich previously served as vice president of acquisition and retention marketing at Casper, where she met her co-founders Sameer Mehta and Michael Kim. She said all three of them are “dog obsessives” who have experience trying to feed “picky eaters.” And they wer “hungry for a brand that is skinned in a way that is a lot more relatable to millennial consumer.”
It’s not just about taking regular dog food and selling it in a new way, either. Rockovich noted that an estimated 56% of dogs in the United States are overweight or obese. So Jinx’s staff nutritionist — working with a larger nutrition council — has developed a line of kibble and treats that she...
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