MINNEAPOLIS — Target will debut its private-label pet food line in stores and online on Aug. 15. The leading general merchandise retailer will now sell more than 50 dry and wet dog and cat diets, pet treats and meal topper products.
The full line has yet to be revealed, but the company did hint at several recipes of kibble diets for adult pets, baked biscuit and jerky treats for dogs, and wet canned cat foods. All formulas were developed with the help of pet nutrition experts and are free from artificial ingredients, wheat, corn and soy.
Kindfull products include poultry, pasture-raised beef and wild-caught fish proteins, with Target specifically noting sustainable sourcing practices for its fish ingredients. Over 40% of the Kindfull line is packaged in recyclable bags, supporting Target’s overarching mission to reduce waste in its value chain.
According to Target, more than half of the items in its Kindfull line are priced under $10, in-line with the retailer’s hallmark value-quality bargain.
“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 at 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 expands upon Target’s existing pet product portfolio, which includes Boots & Barkley, the retailer’s owned brand of pet accessories and apparel.
As the pet food and treat market and retail landscape continue to grow and evolve in the United States and abroad, retailers are investing in their pet portfolios to grab the attention of a growing — and increasingly discerning — population of pet parents.
In May, Walmart announced the launch of a veterinarian-formulated pet food product line featured under its Pure Balance private label brand. Walmart is marketing these new private label products as “super-premium” and offering functional health benefits for cats and dogs.
Read more about new pet food and treat products.