LOS ANGELES — A dog food brand founded by former executives of the Casper mattress company will launch in January 2020 with a modern perspective on pet wellness. The brand, Jinx, will be sold direct-to-consumer and touts three formulas geared for digestive and immune system support.

"Jinx is inspired by a modern perspective on advanced nutrition that will help our dogs sustain their healthy, advanced lifestyles,” said Terri Rockovich, CEO of Jinx. The brand’s tagline reads, “For Modern Doghood.”

The diets feature a mix of high-quality animal- and plant-based ingredients and leave out artificial ingredients, according to the company.

Rockovich and Jinx Co-Founders Sameer Mehta and Michael Kim received $5.65 million in investments from high-profile celebrities with interests in pet nutrition, including Will Smith and his family, NAS, Halsey and Lilly Singh, as well as professional athletes Michael Strahan and Daniel Sturridge.

NQV8, a firm for accelerating business growth among pet food and treat brands, was one of the companies involved in the initial investment. Other investors involved included Initialized Capital, which led the endeavor, Align Ventures, Brand Foundry, Sinai Ventures, Wheelhouse Group and &vest.

"Dogs actually don't have keen taste buds, so we are taking everything from their acute sense of smell to their lifestyle preferences – like going for walks outside – and other insights into consideration in targeting the dog as the true consumer," Mehta said.

Jinx will officially launch in January on the company’s website, with future expansion plans into retail.

Read more about new pet food and treat products.