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 high-quality pet food at a more affordable price point, according to Target.

Kindfull has no artificial colors, flavors, or preservatives and no wheat, corn, or soy and all products are made using real poultry, pasture-raised beef and fish that are wild-caught using sustainable practices. The company is also shipping more than 40 percent of Kindfull items in recyclable packaging, which supports the company’s Target Forward sustainable mission.

“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,” said Jill Sando, executive vice president and chief merchandising officer, Target. “With Kindfull, our newest owned brand offers guests pet food for their furry family members that showcases our commitment to quality, value and thoughtfully selected ingredients.”

Kindfull will be launched in stores and online on Sunday, August 15, 2021.

Originally published at https://retailbum.com on August 12, 2021.