Kindfull, Target’s New Pet Food Owned Brand


A Bullseye View | August 11, 2021


The cat’s out of the bag, Kindfull. Target's new owned brand dog and cat food, arrives in stores and on Target.com Aug. 15, of course in high-quality, Target value. The assortment of wet and dry food, treats and toppers includes Chicken & Brown Rice Recipe Dry Dog Food, Wild Caught Salmon Recipe Wet Cat Food, and Chicken, Pumpkin & Turmeric Recipe Toppers and more.


In 2020, more families (and Target guests) than ever before welcomed new pets. Target's team partnered with pet food and nutrition experts, diving deep into guest insights to create a line of pet food with no artificial colors, flavors or preservatives and no wheat, corn or soy. And more than 40% of Kindfull items are in recyclable packaging, which supports the Target Forward ambition to innovate to eliminate waste.


“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,” says Jill Sando, executive vice president and chief merchandising officer, Target.


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