Target had already cultivated a large and loyal following for its Boots & Barkley line of pet accessories—think hoodies for dogs, a taco-truck cat scratcher and a plethora of Halloween costumes—when it jumped into the private-label pet-food business in August 2021.
Kindfull, Target’s foray into premium pet food, launched Aug. 15 with an eye toward ingredient-conscious customers looking for healthier choices for their pet and for the environment. The Kindfull line includes wet and dry pet food, treats and food toppers—all of which are free from wheat, soy, corn, and artificial flavors, colors and preservatives. In addition, more than 40% of Kindfull items come in recyclable packaging, and half of the items are priced at less than $10.
“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,” Jill Sando, chief merchandising officer for the Minneapolis-based retailer, said when Kindfull debuted.
And when it comes to owned brands, no one does them quite like Target: Infusing the company’s ethos of feel-good shopping (not just lower prices) into each of its private labels—among them Good & Gather, Favorite Day, A New Day and All In Motion—Target has built an owned-brand roster that includes 10 billion-dollar brands.
Throughout the pet department, Target has applied its knack for boosting basket sizes with unexpected–e.g., whimsical and Instagram-worthy—finds. Recent new offerings have included an assortment of sub-$10 Valentine’s Day toys and treats for cats and dogs and dog leashes featuring Disney, Star Wars and Marvel Comics characters. And to position Target as a go-to source for all things pets, the retailer also offers new-cat and new-dog checklists/shopping lists for new pet parents.
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