Target is launching its own new brand of dog and cat food, with Kindfull launching in stores and online August 15. A variety of wet and dry foods, treats, and wraps include items such as the Chicken & Brown Rice Recipe Dry Dog Food, wild salmon and wet cat food recipe, and chicken, pumpkin, and turmeric recipe. More than half of the 50+ new items are priced under $10.
“Kindfull highlights Target’s continued commitment to providing our guests with an incredible portfolio across categories of proprietary brand options to choose from alongside their favorite national brands,” said Jill Sandow, Executive Vice President and Head of Commerce at Target. “With Kindfull, our newest guest-owned brand brings pet food to their furry family members that demonstrates our commitment to quality, value and carefully selected ingredients.”
Based on Target’s own research, the retailer found that the majority of shoppers are pet parents who say they are looking for quality pet food at a great value. The Target team worked in-house with pet food and nutrition experts, diving deep into customer insights, to create a line of pet foods with no artificial colors, flavors, or preservatives, and no wheat, corn, or soy. Kindfull is made with ingredients like real poultry, pasture-raised beef, and wild-caught fish using sustainable practices that help protect ocean resources. More than 40% of Kindfull items are in recyclable packaging, supporting retailer Target Forward’s ambition to innovate to get rid of waste.
As part of Target’s goal of creating a one-stop shop for pet owners, Kindfull joins Boots & Barkley, Target’s line of branded apparel and accessories, as well as seasonal brand pet gear and accessories from Sun Squad and Hyde & EEK! Boutique and Wondershop.
Kindfull is the latest expansion of Target’s owned brands, which also include its Good & Gather food and beverage brand (and the recently launched plant-based Good & Gather line) and Today’s Favorite Food brand.
On a conference call earlier this year to report fourth-quarter results, Target Chairman and CEO Brian Cornell noted that private labeling has become a major business at Minneapolis-based Target, which in 2016 began “reinventing.” Private Brand” which has since produced 30 brand new brands.
“We ran a 2020 survey with 10 of our brands each making $1 billion or more, and four of those crossed that threshold of $2 billion annually,” Cornell told analysts on the call. “Any one of these brands alone would be a major retailer, and as you know, their contribution to profits is significant.”
Growth chief Christina Hennington said during that call that more new brands are coming.
Our proprietary brand portfolio, which includes all categories, is vital to the success of our business. It accounts for about a third of our total sales and more than our gross profit margin, helping to sustain key enterprise investments. Target’s brands continue to experience strong growth due to our approach to creating, designing and maintaining these brands. It’s not just special stickers. They are brands that our guests trust. Hennington said, “They are brands that our guests love.
Kindfull will launch in all 1,900 US Target stores and through Target.com, and is available for in-store pickup, Drive Up curbside service, and same-day home delivery.