Jinx offers a diet made from “natural superfoods” to boost your pet’s health. The company was launched in 2020 by three entrepreneurs who felt the pet food industry was “ripe for disruption.” They also happened to have dogs who were picky eaters. Based in Los Angeles, California, the company offers “complete nutrition solutions for evolved lifestyles.”

Jinx boasts several celebrities among its backers, including actor Will Smith, comedian Lilly Singh, and rapper Nas. They are active on social media, and the founders’ dogs are often featured in posts. 

Jinx’s nutrition team consists of two consulting veterinarians and one pet nutritionist. Their diets are formulated to conform to AAFCO nutrient profiles, which means they will provide your dog with all the nutrients he or she needs. Jinx diets are labeled as suitable for all life stages. You should speak with your veterinarian, though, about special dietary requirements for puppies, dogs who are pregnant or lactating, and those with health problems. 


Jinx currently offers six different kibble flavors:

  • Chicken, brown rice, and pumpkin
  • Chicken, brown rice, and sweet potato
  • Chicken, sweet potato, and egg
  • Chicken, sweet potato, and carrot
  • Salmon, brown rice, and sweet potato
  • Salmon, sweet potato, and carrot

All Jinx diets contain various protein sources (whole meat, meat meal, and egg in some), fats, vegetables, vitamin and mineral supplements, and an array of other foods, including superfoods such as blueberries, kelp, and chia seeds. They also contain dried Bacillus Coagulans fermentation product, which is a probiotic.

All of Jinx’s recipes contain more than one type of protein. For example, the Salmon, Sweet potato, and Carrot recipe also contains turkey, herring, and menhaden (a type of small ocean fish). This does not mean the food is less nutritious—in fact, fish like herring and menhaden are rich in omega-3 fatty acids. But, owners of dogs who are known to be sensitive or allergic to certain ingredients should read the label carefully to ensure the food is suitable. 

Special Claims 

Superfood ingredients

One of Jinx’s main selling points is incorporating ”20+ superfood ingredients” into their recipes, including eggs, spinach, pumpkin, kelp, blueberries, carrots, cranberries, and chia seeds. For humans, superfoods can provide highly concentrated nutrition, health benefits, and possibly disease prevention. Although studies have not been conducted in dogs, enhanced nutrition provided by superfoods may offer similar benefits.


Jinx supplements all their recipes with taurine, an amino acid important for heart health. This is a sensible precaution in light of recent concerns about a link between grain-free pet foods and dilated cardiomyopathy (DCM), a type of heart disease that can cause heart failure. However, there is no evidence that shows adding extra taurine to grain-free pet foods reduces DCM risk.


Jinx diets contain probiotics in the form of BC30, a patented strain of Bacillus coagulans. Probiotics are beneficial intestinal bacteria that may benefit dogs with acute (i.e., sudden-onset) vomiting or diarrhea or other conditions such as inflammatory bowel disease. There are currently no proven benefits to feeding probiotics to healthy dogs, but this is an area of ongoing scientific research. If your dog has frequent gastrointestinal upset, feeding a diet with probiotics may help reduce episodes of vomiting or diarrhea.


If you prefer an organic diet for your dog, Jinx offers diets made with organic chicken. If you are considering farm animal welfare products, then Jinx’s chicken toppers are made using meat from cage-free birds, and the salmon in their toppers is wild-caught. 


Jinx does not manufacture their food themselves but instead partners with other companies. While this means they may give up some control of the process, they test their food before it leaves the factory, both for nutritional content and bacterial contamination, to assure it is up to standard. 

Jinx has conducted six-week feeding trials to evaluate the benefits of their food and claims that their diets have higher fat and protein digestibility than other brands. While these studies are not comparable to AAFCO feeding trials (which are conducted over six months), they do show a motivation to back their claims with research.  

Pros and Cons of Jinx


  • All Jinx diets conform to AAFCO nutritional guidelines and should provide adult dogs with everything they need to live happy, healthy lives. 
  • After manufacturing, Jinx’s diets are regularly tested to ensure the finished products meet AAFCO standards. 
  • Jinx food contains additional taurine, which may reduce the risk of diet-related dilated cardiomyopathy.


  • Jinx’s nutrition team consists of two veterinarians and one pet nutritionist who appear to work as consultants rather than being employed by the company full-time. 
  • Jinx does not manufacture their food themselves but instead relies on a third party. 
  • All Jinx diets contain multiple animal protein types, so they may not be suitable for dogs with particular food sensitivities or allergies.

Information as of 6/30/22