Target Gets Into the Pet-Food Biz With New Owned Brand Kindfull

Latest private label features wheat- and corn-free dog, cat food, with 40% of items in recyclable packaging
Target Kindfull pet food
Photograph courtesy of Target

Looking to tap into consumers' interest in better-for-you, "free-from" food choices for all members of their household, Target Corp. is introducing Kindfull, a private-label dog- and cat-food line that will hit shelves Aug. 15.

The Kindfull line will feature more than 50 products—wet and dry food, pet treats and food toppers—with more than half priced under $10, Target stated in a news release. The items are free from wheat, soy and corn, as well as artificial flavors, colors and preservatives. In addition, more than 40% of Kindfull items are in recyclable packaging, supporting the Target Forward sustainability initiative launched in June, the Minneapolis-based retailer noted. 

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Among the Kindfull selections are wild-caught salmon cat food; chicken and brown rice dog food; and chicken, pumpkin and turmeric food toppers. The Kindfull line will emphasize premium ingredients such as pasture-raised beef and sustainably sourced seafood in recognition of consumers' desire to ensure that their pets are eating as well as they are. 

"Kindfull highlights Target’s continued commitment to providing our guests with an incredible cross-category portfolio of owned brand options to choose from alongside their favorite national brands," Target EVP and Chief Merchandising Officer Jill Sando said in the news release. 

While Target has offered the popular Boots & Barkley private-label line of pet accessories for 10 years now—current offerings include a taco truck cat scratcher, bunny slipper dog toys and pet hoodies—this is Target's first foray into private-label pet food. Rival Walmart in May expanded its nine-year-old Pure Balance pet-food label with the launch of Pro+, a line of tailored-nutrition premium pet foods. A report earlier this year from the American Pet Products  Association noted that 43% of U.S. dog owners and 41% of U.S. cat owners said they buy premium pet foods.

Target has enjoyed continued success with its owned brands, 10 of which finished 2020 with more than $1 billion in sales for the year. So far this year, Target has added Favorite Day, a snacks- and treats-focused brand, and Good & Gather Plant Based, a meatless extension of the Good & Gather grocery brand, to its private-label lineup.

Target will report on its second-quarter sales on Aug. 18.



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