If you haven’t noticed, dog food today is elevated. I’m talkin’ MICHELIN star worthy chow in some cases.
It used to be normal to feed your pup dehydrated pucks of meat byproduct and never think twice about it. But today many loving pet parents are committed to making sure their dogs eat as healthily as they do. That means tasty, nutritious meals made exclusively from the highest quality ingredients.
All-natural, non-processed, and vet-developed labels have been trendy for some time, but biggest craze in the market is fresh dog food. The list of Instagram-savvy startups like Ollie and The Farmer’s Dog delivering perishable, pre-proportioned doggie meals is long and growing rapidly.
While giving your dog meals that you would happily eat yourself isn’t hard to get behind — after all, your dog is an important member of the family — but finding refrigerator space to store said food, and paying such a high premium for the privilege? The fresh dog food movement definitely isn’t feasible for everyone.
So if you’ve decided that traditional kibble just doesn’t cut it any more, but think fresh food for Fido seems a bit… extra, you may find a happy medium in Jinx, a startup on a mission to revolutionize dry food once and for all.
Curious what’s inside Jinx’ kibble and how they stand apart from traditional brands like Purina? Keep reading to learn about their product as we review their approach to modernizing the way we feed our furry friends.
Wait, what is Jinx kibble?
Jinx is a direct-to-consumer dog food startup that combines the benefits of natural, non-artificial ingredients with the convenience and cost-efficiency of kibble.
Their brand of “advanced nutrition” doggie kibble is available exclusively online and delivered to your doorstep (for free!)
This brand’s formulations are backed by exhaustive scientific research to find the most nutritious diet for dogs living in the modern world. The subtle but key words here are “modern world”. Jinx understands that dog’s activity levels — just like our own — have evolved over time, and likewise, so has our collective understanding of canine nutrition. Thus Jinx superkibble contains ingredients you won’t find in any other varieties, such as functional superfoods, a diverse selection of proteins, and patented probiotics.
Jinx recently launched with three main product categories:
Three flavors of kibble, two flavors of treats, and one original sauce are available. You can buy Jinx products a la carte, or subscribe to regular, convenient deliveries for 10% off.
The company’s two priorities are nutritional quality and food safety. They claim to be stewards of “modern doghood” — a lofty-sounding goal that I can actually get behind. Plus, as a determinately modern dog food company, Jinx is dedicated to continuously iterating on their products by investing in new technology and research.
Fresh dog food is having its moment
Awareness of dog nutrition has been growing for years, and Jinx is by no means the first to rethink the healthy canine diet. In fact, plenty of kibble brands like Blue Buffalo and Wellness CORE have aimed to become the go-to healthier, more natural alternative. But, when the popularity of fresh dog food exploded — namely venture-back companies like Ollie, PetPlate, Nom Nom, The Farmer’s Dog, Spot & Tango, and others — emphasis on dog nutrition reached a whole new level.
Fresh dog food is made up of whole, natural ingredients like meat, fish, eggs, brown rice, sweet potatoes, carrots, broccoli, and spinach. The idea is that your dog should be eating as healthily as any human member of your family to live the longest, happiest life possible. But, it can be tricky to prepare a fresh meal for your dog at home, given that you’ll likely leave out crucial nutrients. Fresh dog food brands address this concern by specially formulating their food to precisely reach your dog’s nutritional needs, but for many meal delivery if prohibitively expensive.
Nowadays, there are countless fresh dog food brands vying for your business, each with a slightly different take on premium dog chow. Grocery Pup, for instance, boasts a “sous-vide” cooking method to retain nutrients and flavor. The Farmer’s Dog asserts that their doggie meals are delivered just days after they’re cooked, with a packing date right on the front of the bag to prove it. Nom Nom delivers individually portioned meals according to your pet’s “profile” created online.
It’s undeniable: fresh dog food is booming. But, is it really the best option for your dog?
Healthy kibble is the next big thing
The selling point for fresh dog food is solid, but there are a number of reasons that make this dog food trend unpalatable for many owners. Specifically because:
Fresh dog food is EXPENSIVE
- Fresh dog food is significantly pricier than kibble. We understand the steep price tag; fresh dog food uses high-quality ingredients and is typically cooked up by culinary professionals, rather than being churned out in a factory. But, that doesn’t mean that it can fit into every pet owner’s budget.
STORING fresh dog food is inconvenient.
- Fresh dog food has to be refrigerated. Its perishability presents multiple issues that we just can’t ignore. For one, if you’re the head of a large family (namely one with hungry kids), open refrigerator space is likely a commodity. With the cost of fresh dog food, buying in bulk makes economic sense, but you probably won’t have the refrigerator space for tens of pounds of fresh doggie grub. I samples Ollie’s fresh food for a couple weeks to give to my dog, and here’s an actual picture of my freezer:
Dog food in kibble form — even premium-grade options like Jinx — is significantly less expensive than fresh, refrigerated dog food. Its non-perishability means it can be tucked away in a closet or cupboard, opening up a world of storage options. As an added bonus, kibble helps strengthen dogs’ teeth and gums for long-lasting oral health.
How does Jinx compare to other premium dog food?
Jinx is a new name in the premium pet food world, and we’re sure that you’re curious how they hold up against the competition. Below, we compare Jinx to leading names in the fresh pet food and premium kibble categories.
Premium Dog Foods: Jinx vs fresh food competitors
Price per day (for a medium-sized dog)
$3.75 (if you buy the 20-pound bag)
$5, on average
$6, on average
$2, on average
$4, on average
$4.50, on average
$1, on average
$1, on average
|Meets AAFCO standards?||✔️||✔️||✔️||✔️||✔️||✔️|
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What makes Jinx kibble different than traditional kibble?
Jinx is for modern dogs
One of the most compelling aspects of Jinx is its focus on the “modern dog”. This brand asserts that our dogs are not wolves — they have been eating alongside humans for over 30k years and have become omnivores. Unlike wolves who only live between 6 and 8 years on average, domesticated dogs today enjoy an average lifespan of 10 to 14 years. Our pet dogs aren’t hunting their prey or fending off predators anymore — they’re chasing chew toys and trotting through the park on a leash. As such, their nutritional needs differ from their ancestors, and dog food formulas need to adapt.
While carnivorous wolves only have digestive systems capable of processing raw meats, modern dogs can digest a more diverse set of ingredients. more food. Thus it make sense to offer your dog a healthier mix of sustenance to maximize bioavailability and digestion. In this regard, Jinx is clearly leagues ahead of traditional kibble brands which typically substitute in lower-cost alternatives and lose sight of nutritional value.
Jinx’ dog food caters to modern doggy needs, offering them practical and nutritious food to fuel their daily routine. Whether they’re getting their toe nails clipped or catching ZzZ’z on the floor of your office, modern dogs have developed a gut to digest many more nutrients than their wolf ancestors, and Jinx can help you take advantage.
Jinx is combating obesity
Did you know that more than half of dogs in the U.S. are overweight? This problem stems from overeating, a lack of exercise, and most commonly, food that’s overpacked with proteins that your dog ultimately stores as fat. That’s why Jinx enlisted a team of pet nutritionists, veterinarians, and formulators to create the optimal kibble for moderately-active dogs. This means that their food is suitable for dogs in small living spaces, like apartments, and those who nap for a large portion of the day (because hey, why not?)
Jinx offers higher caliber kibble
Jinx only works with suppliers accredited by the Global Food Safety Initiative (GFSI), which allows them to enforce their high-caliber quality control and safety standards. To ensure that their product never slips, Jinx performs regular audits to measure and grade their product’s nutritional value, sustainability, ingredient traceability, and more.
They collaborate closely with their partners to standardize every step in the manufacturing process. This means that Jinx has a handle on everything from facility maintenance to employee training to sanitation to ingredient prep — the list goes on.
Before Jinx products are approved for sale, they’re put through a strict quality assurance test to verify that the food complies with the information on the Jinx label. Safety tests that screen for pathogens are performed internally, as well as externally, through an independent lab. When (and only when) the lab results are approved, the food is cleared for sale.
It suffices to say that Jinx’ manufacturing process and product quality are legit.
How much does premium kibble from Jinx cost?
Jinx is priced as a premium-grade dry food. Kibble is available in three different bag sizes (4-pound, 10-pound, and 20-pound), and buying the largest option is the most cost-effective.
- The 4-pound bag costs $25 for a one-time purchase.
- The 10-pound bag costs $45 for a one-time purchase.
- The 20-pound bag costs $75 for a one-time purchase.
You can save 10% off of every bag when you start a subscription, which will automatically deliver dog food to your door at your preferred frequency.
For a 25-pound dog, Jinx dog food shakes out to be $3.75 per day when you buy the 20-pound bag. This price tag falls between regular kibble and fresh dog food options. We’d say that that’s fair, considering that Jinx combines the top-caliber ingredients of fresh dog food with the benefits of kibble.
My experience with Jinx kibble
Curious to see how Jinx compared to normal kibble from Purina, I ordered the following flavors for my sister’s terrier mix, Pete:
Jinx also offers the following tasty doggie treats for in-between meals:
Bearing in mind that my own experience is just a single data point, I’m happy to share in case it helps. Pete, pictured below, is a small to medium sized breed, and has always been a finicky eater. Compared to most dogs, I’d categorize him as relatively disinterested in food overall. Prior to Jinx, his diet consisted of mostly wet food with just a sprinkle of store bought kibble as a topper.
Here’s what it looked like when my Jinx delivery arrived:
In addition to the handsomely packaged kibble and treats, my box included a Doggie Digest and a purple tennis ball for fetch — cute touches, I must say! I sped over to my sister’s house excited to drop off the goods.
Given Pete’s pickiness, I was worried the transition to a kibble-only diet might not go so smoothly. So I went over Jinx’s recommended transition plan with her, and told her to keep me posted after she’d fed him his first meal.
The next day she sent me this text letting me that things were off to a great start — “Pete loves his food!!!!” is a direct quote:
Despite some initial uncertainty about whether avocado was good for dogs, my sister ripped into the Chicken Brown Rice Avocado Recipe first. Given how much Pete was enjoying it, I was eager to see his reaction to the other flavors with my own two eyes.
A few days later, I got the opportunity to dog sit the little guy and served him a king sized bowl of Jinx’ Salmon Brown Rice Sweet Potato Recipe. Sure enough, just as my sister described, Pete dove voraciously into the kibble, demolishing every last piece and licking his plate clean. I personally had never seen him so enthused with any food, much less kibble, and when I told my sister, she agreed it was kind of uncanny. One other thing she really appreciated about Jinx? It’s smart packaging:
My sister did mention that Pete’s feces were smaller and dryer than normal after transitioning to Jinx. This is to be expected for most dogs when transitioning off of wet food, so if your pup suffers from constipation, a dry food diet in general may not be the best call. For Pete, the change in stool consistency wasn’t a big deal either way. If anything, it actually made his droppings slightly easier to pick up.
Overall, Pete and my sister have been extremely happy with Jinx’ kibble and treats. Of course you should take my experience with a healthy grain of salt. Ultimately the only important metrics to optimize for are your dog’s enjoyment and health.
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What do customers say about Jinx?
Jinx just started selling premium dog chow in 2020, so customer reviews are relatively sparse. But, we can take a look at some of the customer reviews posted directly to their website:
Judging based on these reviews, we can tell that Jinx is a viable option for dogs with sensitive stomachs and digestive concerns. Customers are loving the blend of vital probiotics included in the Jinx formula, which is rare to find in other premium dog food options.
Who should consider buying Jinx kibble?
The beating heart of the Jinx brand is top-quality nutrition for modern dogs. Nutrition and cost-conscious parents of dogs who lead a moderately active lifestyle are the ideal fit for this doggie grub. With transparency in their ingredients, recipes, and manufacturing processes, we know that protective dog moms and dads will find peace of mind with Jinx products.
Also, with a money-saving subscription service available and free delivery straight to your door, Jinx is a fitting choice for dog parents with hectic schedules (who has time to stop at the pet store, anyway?). All you’ll need to do is set up your subscription online (with deliveries scheduled every three to eight weeks), and you can check your pup’s meal plan off of your to-do list.
Cheaper than fresh dog food with all the same convenience and health benefits, Jinx delivers a really compelling alternative to traditional doggie kibble.
The Verdict: Jinx makes killer kibble
As modern dog parents, we have too many options when it comes to feeding our pups. Obviously we want to choose a diet that maximizes health and happiness, but it also needs to be affordable, and easy.
Overall, Jinx checks all of the boxes. It offers an affordable dry food that you can feel good feeding to your furry BFF. If your dog is anything like my sister’s terrier Pete, he or she won’t be able to get enough of the taste. And best of all, you don’t have to deal with the hassle of refrigeration and expiration dates.
We love that Jinx’ recipes are designed by veterinarians and tailored to the modern hound’s lifestyle to help maintain your pooch’s ideal weight. Plus, with such high manufacturing standards, you can trust them to provide reliable quality in every batch despite being such a young company.
Much healthier than traditional kibble, for much less than the cost of fresh dog food, Jinx delivers all the nutrition your dog needs in an easy-to-store, non-perishable bag. If you’re ready to make the switch to premium kibble, it’s easy to order your first bag online. Or if you’re a dog parent who’s already tried Jinx, tell us your thoughts in the comments below!