The product line, which was a year in the making, offers more than 50 items, 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.