The Kindfull pet food is a new in-house brand from Target that is focused on offering pet owners with a range of options to provide their furry friend. The product range includes more than 50 products for cats and dogs alike, which includes wet foods, dry foods, dry toppers and treats. The pet products feature a minimalist branding that highlights monochromatic ingredient images, straight-forward text for shoppers to read and more.
Executive Vice President and Chief Merchandising Officer Jill Sando spoke on the new Kindfull pet food products saying, "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. 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.”
Key Themes Behind This Trend
- In-house Pet Food Brands
- More retailers will develop their own lines of pet food to offer customers a greater variety.
- Minimalist Branding for Pet Products
- Pet brands will create minimalistic designs that communicate transparency and high-quality ingredients.
- Online Pet Food Sales
- More pet food brands will begin selling their products online to reach a larger audience of pet owners.
Where This Applies
- Retail
- Retailers will benefit from creating their own private label pet food products, as it will increase their store sales and create a loyal customer base.
- Pet Food Production
- Pet food brands looking to appeal to health-conscious pet parents can adopt Kindfull's focus on transparency and quality ingredients in their own product lines.
- E-commerce
- Online pet food sales can benefit from offering a wide range of pet food options and incorporating customer feedback into their product development.
