We're Pleased to Paws and Announce Kindfull, Target’s New Pet Food Owned Brand

  • Aug 11, 2021
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The cat’s out of the bag ... Kindfull, our new owned brand dog and cat food, arrives in stores and on Target.com Aug. 15, and your fur babies are going to love it. More than a year in the making, Kindfull delivers high quality at an amazing, only-at-Target value (more than half of the 50+ items are under $10). The assortment of wet and dry food, treats and toppers includes delectable items like Chicken & Brown Rice Recipe Dry Dog Food, Wild Caught Salmon Recipe Wet Cat Food, and Chicken, Pumpkin & Turmeric Recipe Toppers.

A photo collage shows a variety of Kindfull packages and foods on colorful green and blue backgrounds

Paws and effect

In 2020, more families than ever before welcomed new pets. The majority of Target guests are pet parents, and they told us they were looking for high-quality pet food at a great value. So our in-house team got to work 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. What is in our products? Ingredients like real poultry, pasture-raised beef and fish that are wild-caught using sustainable practices that help protect ocean resources. And more than 40% of Kindfull items are in recyclable packaging, which supports our 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. “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.”

One-stop pet shop

Our signature mix of owned and national pet brands gives guests hundreds of options across all categories, including pet supplies, food and treats, to create a one-stop shop for your pet’s needs. Kindfull also joins Boots & Barkley, Target’s owned brand apparel and accessory line for pets, plus seasonal owned brand pet gear and accessories from Sun Squad, Hyde & EEK! Boutique and Wondershop. And that’s pawsome.

Shop Kindfull products starting Aug. 15 at Target stores, Target.com and via Target’s industry-leading same-day services — Order PickupDrive Up and Same Day Delivery with Shipt.

The joy of everyday life

We’re here to help all families discover the joy of everyday life — from our distinctive products to easy ways to get them from the store to your door.

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