Target To Launch Kindfull — New Private Label Pet Food

Target is launching a new line of pet food called Kindfull as it seeks to capture a larger share of the lucrative $44 billion U.S. pet food market.

The line of food, which was a year in the making, offers more than 50 products ranging from wet and dry food to treats and toppers for cats and dogs at affordable rates. More than half of the products are being marketed for $10 or less.

The offering is aimed at attracting new consumers and existing Target shoppers — the majority of whom own pets and want access to…