jinx salmon dog food ingredients

By Isabella Storyclaire

last updated November 18, 2024

Contributions sourced from

Jinx Dog Food Review (Dry)

Ingredients Analysis

The first ingredient in this dog food is salmon. Although it is rich in omega-3 fatty acids, raw salmon contains up to 73% water. After cooking, most of that moisture is lost, reducing the meat content to just a fraction of its original weight.

After processing, this item would probably account for a smaller part of the total content of the finished product.

The second ingredient is barley, a starchy carbohydrate supplying fiber and other healthy nutrients. However, aside from its energy content, this cereal grain is of only modest nutritional value to a dog.

The third ingredient includes ground peas. Ground peas are a good source of carbohydrates. Plus theyre naturally rich in dietary fiber.

However, ground peas contain about 27% protein, a factor that must be considered when judging the meat content of this dog food.

The fourth ingredient is turkey meal. Turkey meal is considered a meat concentrate and contains nearly 300% more protein than fresh turkey.

The fifth ingredient is brown rice, a complex carbohydrate that (once cooked) can be fairly easy to digest. However, aside from its natural energy content, rice is of only modest nutritional value to a dog.

The sixth ingredient is chicken fat. This item is obtained from rendering chicken, a process similar to making soup in which the fat itself is skimmed from the surface of the liquid.

Chicken fat is high in linoleic acid, an omega-6 fatty acid essential for life. Although it doesnt sound very appetizing, chicken fat is actually a quality ingredient.

The seventh ingredient is menhaden fish meal, another protein-rich meat concentrate.

Menhaden are small ocean fish related to herring. Theyre rich in protein and omega-3 fatty acids. Whats more, in their mid-depth habitat, menhaden are not exposed to mercury contamination as can be typical with deep water species.

Fish meal is typically obtained from the clean, dried, ground tissue of undecomposed whole fish and fish cuttings of commercial fish operations.¹

The eighth ingredient includes oat groats, a whole grain, minimally processed form of oats. With the exception of their caloric content and the fact theyre also gluten free, oat groats can be considered average in nutritional value.

The ninth ingredient is sweet potato. Sweet potatoes are a gluten-free source of complex carbohydrates in dog food. They are naturally rich in dietary fiber and beta carotene.

The tenth ingredient is potato protein, the dry residue remaining after removing the starchy part of a potato.

Even though it contains over 80% protein, this ingredient would be expected to have a lower biological value than meat.

And less costly plant-based products like this can notably boost the total protein reported on the label a factor that cant be ignored when judging the actual meat content of this dog food.

The next ingredient is beet pulp. Beet pulp is a controversial ingredient, a high fiber by-product of sugar beet processing.

Some denounce beet pulp as an inexpensive filler while others cite its outstanding intestinal health and blood sugar benefits.

We only call your attention here to the controversy and believe the inclusion of beet pulp in reasonable amounts in most dog foods is entirely acceptable.

From here, the list goes on to include a number of other items.

But to be realistic, ingredients located this far down the list (other than nutritional supplements) are not likely to affect the overall rating of this product.

With 8 notable exceptions

First, flaxseed meal is one of the best plant-based sources of healthy omega-3 fatty acids. Flax meal is particularly rich in soluble fiber.

However, flaxseed contains about 19% protein, which will affect the actual meat content of this food.

Next, brewers yeast can be a controversial item. Although its a by-product of the beer making process, this ingredient is rich in minerals and other healthy nutrients.

Fans believe yeast repels fleas and supports the immune system.

Critics argue yeast ingredients can be linked to allergies. This may be true, but (like all allergies) only if your particular dog is allergic to the yeast itself.

In addition, a vocal minority insists yeast can increase the risk of developing the life-threatening condition known as bloat. However, this is a claim weve not been able to scientifically verify.

In any case, unless your dog is specifically allergic to it, yeast can still be considered a nutritious additive.

Whats more noteworthy here is that brewers yeast contains about 48% protein, a factor that must be considered when rating this dog food.

In addition, this recipe includes coconut meal, also known as copra meal.

Copra meal is a by-product of coconut oil production and is more commonly found in farm animal feeds.

Although copra meal contains about 25% protein, this ingredient is lower in some essential amino acids. So, its nutritive value is considered inferior to other oil meals (such as soybean meal).

Next, we note the use of chia seed, an edible seed nutritionally similar to flax or sesame. Provided theyre first ground into a meal, chia seeds are rich in both omega-3 fatty acids as well as dietary fiber.

However, chia seeds contain about 17% protein.

This recipe also includes alfalfa, a flowering member of the pea family that is high in protein (18%) and fiber. It is less common to see it used in dog food.

Additionally, taurine is an important amino acid associated with the healthy function of heart muscle. Although taurine is not typically considered essential in canines, some dogs have been shown to be deficient in this critical nutrient.

Since taurine deficiency appears to be more common in pets consuming grain-free diets, we view its presence in this recipe as a positive addition.

We also note the presence of sodium selenite, a controversial form of the mineral selenium. Sodium selenite appears to be nutritionally inferior to the more natural source of selenium found in selenium yeast.

And lastly, the minerals listed here do not appear to be chelated. And that can make them more difficult to absorb. Chelated minerals are usually associated with higher quality dog foods.

Nutrient Analysis

Based on its ingredients alone, Jinx Salmon, Brown Rice and Sweet Potato looks like an above-average dry dog food.

The dashboard displays a dry matter protein reading of 30%, a fat level of 16% and estimated carbohydrates of about 46%.

As a group, the brand features an average protein content of 31% and a mean fat level of 16%. Together, these figures suggest a carbohydrate content of 46% for the overall product line.

And a fat-to-protein ratio of about 51%.

Above-average protein. Near-average fat. And near-average carbs when compared to a typical dry dog food.

When you consider the protein-boosting effect of the peas, potato protein, flaxseed, brewers yeast, coconut meal, chia and alfalfa, this still looks like the profile of a kibble containing a notable amount of meat.

Jinx Dog Food Ingredients

According to our research, Jinx manufactures 13 dog food recipes using 91 unique ingredients. To evaluate the quality of ingredients used by Jinx, we've studied all 91 ingredients. In this article, we'll share our findings on Jinx ingredients.

Dog Food Recipes	13
Unique Ingredients	91
Artificial Colors	0
Animal By-Products	0
Anonymous Meats	0
Controversial	1
Harmful	0

First 5 Ingredients

Dog food ingredients in the United States are listed in descending order of pre-cooked weight. The first 5 ingredients typically constitute a significant portion of the recipe.

For Jinx, these are the most common ingredients found within the first 5 dog food ingredients.

chicken
chicken meal
coconut glycerin
lentil
gelatin

As you can see, the most common first ingredient in Jinx is chicken. The most common 2nd ingredient is chicken meal, followed by coconut glycerin, lentil, and gelatin.

Artificial Food Coloring Dyes

Jinx does not use any artificial food coloring dyes. According to our records, none of the 13 Jinx dog foods contain artificial food dyes.

Artificial food coloring dyes are unnecessary and potentially harmful ingredients. In general, we not not recommend feeding any pet foods that contain artificial dyes.

In 2010, the CSPI raised serious concerns regarding the safety of many artificial dyes. Most of the studies referenced by the CSPI involved prolonged or excessive consumption. Since most dogs consume the same foods throughout their lives, concerns raised by the CSPI are alarming to say the least.

To read more about Artificial Food Dyes, click here.

Animal By-Products

According to our records, Jinx does not contain any animal by-products.

Animal by-products are basically the leftover parts of the the carcass after its been processed for meat. AAFCO defines by-products as the non-rendered, clean parts, other than meat, derived from slaughtered mammals.

Although by-products are still fairly nutritious ingredients, consumers have equated them with slaughterhouse waste. Therefore, most premium brands, including Jinx have decided to remove by-products and instead use named organ meats (beef liver, chicken gizzards).

For further reading on the controversy over animal by-products, click here.

Anonymous Meat Ingredients

Anonymous meats are inexpensive low-quality ingredients that can come from practically any animal. These type of ingredients are often used to produce very inexpensive dog foods.

In general, we prefer ingredients which specify the animal source used to derive the ingredient. For example, ingredients such as duck fat are much better than animal fat or poultry fat.

In our analysis, we've looked through all 91 Jinx ingredients. According to our data, Jinx does not contain any anonymous animal-based ingredients.

Controversial Ingredients

In most cases, ingredients which are given the controversial classification can be substituted with higher-quality alternatives. You should evaluate each controversial ingredient independently to see if there is truly a valid cause for concern.

Keep in mind, certain sacrifices often must be made to produce dog foods at a reasonable price. In general, the more expensive the product, the fewer controversial ingredients you'll find.

In our analysis, we've identified 1 controversial ingredient inside Jinx products. These controversial ingredients are listed below. Click on each ingredient for more information.

Canola oil is a plant-derived oil from the seeds of canola plants. Although fat is an essential component of any diet, canola oil is controversial in pet food. Proponents claim that canola oil provides a better fat profile in comparison to other plant based oils. However, opponents claim that canola oil is typically produced with genetically modified rapeseed and that rapeseed oil has multiple adverse health affects.

The following recipes contain canola oil:

Potentially Harmful Ingredients

Harmful ingredients are those which have been linked to adverse health effects. In general, we do not recommend feeding any product which contains any harmful ingredients.

During our review, none of the Jinx ingredients analyzed were classified as harmful by our system. The absence of harmful ingredients is indicative of a relatively premium dog food brand.

Jinx Dog Food Ingredient Lists

Jinx

Tenders

Chicken & Sweet Potato Jerky Recipe

Jinx

Tenders Chicken & Sweet Potato Jerky Recipe

First Five Ingredients

chickensweet potatococonut glyceringround grain sorghumgelatin

Jinx Dog Food Review 2024: A Tail-Wagging Meal

Jinx stands out as a premium dog food brand, incorporating high-quality ingredients into its extensive range of wet food, dry food, toppers, and treats. Leading with whole meat as the primary ingredient, Jinx ensures a flavorful and easily digestible protein source for your furry friend.

Free from artificial additives, Jinx recipes cater to dogs of all life stages, guaranteeing their nutritional requirements are fulfilled, regardless of breed, age, or health status. With an array of over a dozen options, including both grain-free and grain-inclusive recipes, there's a perfect match for even the most discerning canine palate.

Curious if Jinx is the right fit for your dog?

Dive into our comprehensive Jinx dog food review, where we delve into products, ingredients, frequently asked questions, and more!

About Jinx

Jinx emerges as a recent player in the dog food industry, backed by a seasoned team with former executives from Casper, the online mattress company. This experienced group demonstrates a proficiency in cultivating successful online businesses.

Having secured nearly $6 million in funding from influential venture capitalists, along with endorsements from notable figures like Will Smith, Chris Evans, Halsey and Mr. Beast, Jinx navigates the fiercely competitive and saturated dog food market.

Despite the challenges, the team sees significant potential in the expansive dog food industry. Jinx stands poised to potentially establish itself as the go-to dog food brand for young Americans within the Millennial/Gen Z demographic.

Jinx Dog Food Review

1. Salmon, Sweet Potato & Carrot Recipe

First 5 ingredients:

Salmon, Turkey Meal, Chickpeas, Lentils, Ground Peas

Protein: 27.0% min

Fat: 14.0% min

Fiber: 5.0% max

Moisture: 10.0% max

Food Type: Dry

Best for: Adult, Small Large Breeds

Loaded with natural sources of omega fatty acids, this formula is designed to enhance the skin and coat health of your canine companion.

With real salmon as its primary ingredient, you can trust that your dog is receiving a premium source of protein. This recipe also features superfoods, probiotics, heart-healthy taurine, and essential vitamins and minerals.

The inclusion of sweet potato offers a natural fiber boost for improved digestion, while additional vitamins and minerals work to fortify your dog's immune system.

As a bonus, this formulation is free from artificial preservatives, corn, wheat, soy, fillers, and byproducts, ensuring a clean and wholesome meal for your beloved pet.

Pros

Made from real Salmon

With BC30 probiotics

Contains over 20 superfoods

Free from any grains

Ideal for pets with sensitivities

Cons

Not a hit among picky eaters

2. Beef & Sweet Potato Chopped Recipe

First 5 ingredients:

Beef, Chicken, Beef Broth, Vegetable Broth, Beef Liver

Protein: 8.0% min

Fat: 5.0% min

Fiber: 1.0% max

Moisture: 78.0% max

Food Type: Wet, Canned

Best for: Adult, Small Large Breeds

Special Diet: Grain-free

The Jinx Beef & Sweet Potato grain-free wet dog food offers a delectably savory and tender texture, making it an ideal choice for finicky eaters or dogs with chewing challenges. Brimming with lean and robust beef, this formula ensures a protein-packed meal.

Enriched with prebiotic fiber, it promotes a healthy and content digestive system, while vitamin-laden vegetables such as sweet potato and pumpkin contribute to your furry friend's heart and overall well-being. Whether served as a complete, balanced meal or as a flavorful addition to any diet, this recipe stands out.

It is devoid of artificial ingredients, corn, wheat, soy, or animal byproducts, making it a fantastic option for dogs of all ages, breeds, and sizes. Your canine companion is sure to find this food a paw-some and satisfying choice.

Pros

Highly delectable

Zero artificial additives

Natural prebiotic fiber added

Free from soy, corn or wheat

#1 real ingredient is real beef

Cons

Is not readily available anywhere

3. Chicken & Tuna Homestyle

First 5 ingredients:

Chicken, Carrot, Pumpkin, Tuna, Peas

Protein: 9.0% min

Fat: 6.0% min

Fiber: 2.0% max

Moisture: 78.0% max

Food Type: Wet, Pouch Style

Best for: Adult, Small Large Breeds

Special Diet: Grain-free

The primary ingredient of this meal is real chicken, ensuring a high-protein content that contributes to the well-being of your dog's joints and muscles.

This nutritionally rich food combines natural elements such as chicken, tuna, carrots, pumpkin, peas, and authentic chicken bone broth, creating a delicious and wholesome meal.

Whether used as a nutrient-packed supplement to any existing diet or served independently as a complete and tasty meal, this food is a versatile option.

Conveniently packaged in a shelf-stable pouch, it's ready to serve, providing both ease and nutrition for your beloved furry friend.

Pros

Rich in protein

Home-cooked style meal

Free from any grains

Suitable for pets with allergies

Laden with vitamins for better immunity

4. Freeze-Dried Salmon Topper

Ingredients:

Salmon, Mixed tocopherols (preservative)

Protein: 45.0% min

Fat: 25.0% min

Fiber: 5.0% max

Moisture: 8.0% max

Food Type: Food Topping, Freeze-dried

Best for: Adult, Small Large Breeds

Special Diet: No Corn, No Wheat, No Soy

Enhance any meal, be it breakfast, lunch, or dinner, by incorporating thin freeze dried Salmon topper! This freeze-dried blend captures the essence of wild-caught salmon, preserving its optimal flavors and nutrients.

Even the most discerning eaters find themselves enticed by this delectable meal topper. Packed with all-natural ingredients, it serves as a nutritious supplement to elevate any canine diet.

Plus, with a formula devoid of additives, fillers, artificial flavors, colors, and preservatives, your dog will savor it, and you can take satisfaction in knowing exactly what goes into their bowl.

Pros

Freeze-dried formula

Bursting with flavor

Picky eater approved

Locally made (US)

Made from real wild-caught Salmon

5. Beef & Bone Broth Biscuits

First 5 ingredients:

Pearled Barley, Beef, Beef Broth, Oatmeal, Cane Molasses

Protein: 11.0% min

Fat: 7.0% min

Fiber: 5.0% max

Moisture: 10.0% max

Food Type: Treats

Best for: All Lifestages, All Breeds

Special Diet: No Corn, No Wheat, No Soy

Elevate your pup's nutrition with these delectable dog treatsa wholesome choice for rewarding your furry friend.

Crafted from all-natural ingredients and oven-baked to perfection, these treats feature real beef, bone broth, and superfoods, delivering a satisfying and savory crunch.

What's more, pet parents can take comfort in the fact that Jinx adheres to a commitment of avoiding artificial ingredients or fillers such as corn, wheat, soy, or animal byproducts.

Designed to cater to dogs of all ages, breeds, and sizes, these treats offer a delightful and nutritious snack for your canine companion.

Pros

Oven-baked

All natural dog treats

Crunchy, interesting texture

Crafted from high quality beef

Hearty flavor from bone broth

6. Chicken Sweet Potato Tenders

First 5 ingredients:

Chicken, Sorghum, Coconut Glycerin, Sweet Potatoes, Gelatin

Protein: 11.0% min

Fat: 7.0% min

Fiber: 5.0% max

Moisture: 10.0% max

Food Type: Treats

Best for: Adult, Small-Large Breeds

Indulge your furry friend with these lip-smacking treats, highlighting slow-smoked chicken as the top ingredient and completely free of artificial additives.

This tasty delight boasts a delightful combination of softness and chewiness, delivering a protein-packed punch of flavor that even the most discerning pups will find irresistible.

With a clean-label approach, these rewards not only offer high protein content but also satisfy your canine's taste buds with a flavor that makes tails wag.

Providing your companion with well-rounded nutrition is a breeze with Jinx recipes, as they are crafted from vitamin-rich, natural ingredients in every delightful bite!

Pros

Soft and chewy

Adored by picky eaters

Slow-smoked for more flavor

Limited ingredient formula

Chicken as main protein source

Cons

It contains a bit of salt

What Jinx Offers

Jinx provides a range of 27 dog food options, encompassing dry kibble, wet food, treats and toppers.

Jinx Kibbles

Jinx offers both grain-free and grain-inclusive variations in their dry dog food, catering to diverse dietary preferences. Each formula is crafted from premium ingredients, featuring a primary whole meat source.

Jinx's grain-inclusive recipes prominently incorporate brown rice and barley, while the grain-free options replace grains with chickpeas, lentils, and peas. Additionally, essential nutrients like taurine, biotin, and fish oil are included in each recipe to enhance heart health and promote a glossy coat.

Furthermore, their dry food formulations adhere to AAFCO's nutrient profiles for all life stages, ensuring suitability for growing large dogs, defined as those weighing over 70 pounds as adults.

Let's take a glimpse at the key components in the top 5 ingredients found in a selection of Jinx's dry dog food offerings:

Beef & Sweet Potato Kibble: Beef, Chicken Meal, Pearled Barley, Ground Peas, Brown Rice
Salmon & Carrot Kibble (grain free): Salmon, Turkey Meal, Chickpeas, Lentils, Ground Peas
Puppy Organic Chicken & Sweet Potato: Organic Chicken, Chicken Meal, Ground Peas, Pearled Barley, Brown Rice
Organic Chicken & Carrot (grain free): Organic Chicken, Chicken Meal, Chickpeas, Lentils, Ground Peas
Salmon & Sweet Potato: Salmon, Pearled Barley, Ground Peas, Turkey Meal, Brown Rice

Jinx Canned Foods

Jinx's wet dog food is available in canned form and is free from grains. Each recipe features whole meat and meat broth as the leading three ingredients, complemented by nutrient-rich vegetables such as pumpkin, spinach, sweet potato, and carrots in the remaining components. These vegetables contribute essential vitamins that support brain function, the immune system, and heart health.

The canned wet food formulations from Jinx adhere to the AAFCO nutrient profiles for all life stages, catering to the nutritional needs of large growing dogs (weighing 70 pounds).

Jinx's wet food range consists of three products, and let's delve into the top 5 ingredients of each one:

Chicken & Sweet Potato Pate: Chicken, Chicken Broth, Chicken Liver, Dried Sweet Potatoes, Carrots
Salmon & Sweet Potato Pate: Salmon, Chicken, Fish Broth, Vegetable Broth, Chicken Liver
Beef & Sweet Potato Pate: Beef, Chicken, Beef Broth, Vegetable Broth, Beef Liver

Jinx Homemades

For those who favor home-cooked style over cans, explore the Jinx Homemades collection. Tailored specifically for selective eaters, these formulations contain fewer main ingredients compared to other Jinx recipes, offering both grain-free and grain-inclusive alternatives.

Similar to other Jinx recipes, all Homemades products prioritize whole meat as the primary ingredient. In the grain-free variations, grains are replaced with ingredients such as carrot, potato, and pumpkin.

Let's examine the top 5 ingredients:

Beef & Chicken (grain free): Beef, Chicken, Carrot, Potato, Beef Bone Broth
Chicken: Chicken, Carrot, Brown Rice, Peas, Kale
Chicken & Tuna (grain free): Chicken, Carrot, Pumpkin, Tuna, Peas

Jinx Toppers and Treats

Jinx provides a variety of meal toppers designed to entice selective dogs into enjoying their meals. Crafted with whole meat, their meal toppers are available in both slow-cooked and freeze-dried options.

Numerous toppers in this selection boast minimal ingredient lists, exemplified by the Freeze-Dried Salmon Topper, which features only two ingredients.

As for their treats, they are carefully crafted with quality ingredients and prioritize your dog's well-being. Whether it's the satisfying crunch of biscuits or the savory goodness of jerky, Jinx offers a range of flavors and textures to cater to every canine palate.

Free from artificial additives and made with real meat, these treats make for a perfect reward or training incentive. With Jinx, you can treat your dog to goodness that aligns with their nutritional needs and tastes simply irresistible.

Why We Like Jinx

With the exception of essential vitamins, all components in Jinx dog food are sourced from domestic suppliers. Jinx dog food is manufactured in certified US facilities, meeting the stringent standards of the Global Food Safety Initiative through independent audits for food safety practices.

Tailored for dogs with food sensitivities

Jinx prioritizes easy-to-digest ingredients as the primary five components in their complete and balanced recipes, including meat, broth, and vegetables. The inclusion of patented probiotics further supports digestion, making it an excellent choice for dogs with sensitive stomachs.

Offers wide array of flavors and textures

From chunky stews to canned pats, Jinx caters to dogs with diverse dietary needs, including those with grain allergies and food sensitivities.

Widely available

Jinx products are readily available at online retailers and major stores nationwide. For added convenience, customers can establish a recurring delivery schedule through the Jinx website, ensuring a seamless supply directly to their doorstep.

Suitable for all life stages

Jinx's canned wet food and dry food formulations are designed to meet the nutritional needs of dogs across various age groups, sizes, and health conditions. This eliminates the need to switch your dog's food as they age or during pregnancy. Note that Jinx Homemades pouches are specifically formulated for adult dogs.

Things to Consider

Higher Price Point

Jinx falls into the premium dog food category, which means its products are priced higher compared to some other kibbles available. As an illustration, a 4-pound bag of Jinx Beef & Sweet Potato Kibble costs $18 for a one-time purchase. Similarly, a single can of Jinx wet food is priced at $4.

Not Human-Grade

While numerous ingredients in Jinx dog food meet human-grade standards, the overall products are not intended for human consumption. For instance, Jinx's chicken undergoes hot extrusion, classifying it as feed-grade and unsuitable for human consumption.

However, it's important to note that this does not compromise the quality or nutritional value of the food. All Jinx recipes are carefully formulated to provide the essential nutrients necessary for your pup's well-being. This distinction is noteworthy if you have a preference for feeding your dog human-grade food.

Recall History

As of the current writing, there have been no documented recalls of Jinx dog food.

What Others Are Saying

ThinkJinx.com: Her gut health is a lot better.

Chewy.com: No more scratching and chewing at himself. AND it is a small kibble, which is a must have for my little boys.

Amazon.com: Fantastic ingredients and our Picky Eater finishes her bowl of it each time

FAQs

Is Jinx owned by Chris Evans?

No, Jinx is not owned by Chris Evans; however, he is a partner with the brand. As stated on the Jinx website, Chris Evans plays an active role in [its] business growth and creative vision, and there are plans for him to feature in a commercial for the brand. Additionally, the collaboration has led to the creation of a limited-edition dream box curated by Chris and his dog, Dodger.

Where is Jinx pet food made?

Jinx's corporate headquarters can be found on Sunset Boulevard in Los Angeles, CA. The company's manufacturing facilities are situated in both Georgia and Kansas.

Is Jinx a premium dog food?

Certainly, Jinx follows a meticulous product development and testing procedure to guarantee top-quality dog food for your furry companion.

Who owns Jinx dog food?

Established in 2019 by Terri Rockovich, Sameer Mehta, and Michael Kim.

Does Jinx produce fresh dog food?

No, Jinx does not manufacture fresh dog food. All of Jinx's formulations come in either wet or dry forms, designed for extended shelf life. Additionally, Jinx offers freeze-dried meal toppers.

Final Say

In a pet food market increasingly dominated by fresh options, Jinx remains steadfast in its commitment to dry kibble and formulas designed for the well-being of all dogs.

While we don't take a stance favoring either kibble or fresh alternatives, as it ultimately boils down to personal preference, Jinx merits consideration if you are seeking high-quality kibble.

For those in search of fresher options, it appears that Jinx does not have plans to alter its product line in the near future. We anticipate witnessing the evolution of Jinx as it moves forward!