The cat’s out of the bag … Kindfull, the new Target private brand dog and cat food, arrives in stores and on Target.com on August 15. More than a year in the making, Kindfull delivers high quality at a value (more than half of the 50+ items are under $10). The assortment of wet and dry food, treats, and toppers include delectable items like Chicken & Brown Rice Recipe Dry Dog Food, Wild-Caught Salmon Recipe Wet Cat Food, and Chicken, Pumpkin & Turmeric Recipe Toppers.

In 2020, more families than ever adopted new pets. The majority of Target customers are pet owners, and they told the retailer they were looking for high-quality pet food at a great value. So the in-house team got to work with pet food and nutrition experts, diving deep into shopper insights to create a range of pet food with no artificial colors, flavors or preservatives and no wheat, corn or soy. What is in the 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 the Target Forward sustainability initiative 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.”