On August 15, Target will launch a private label dog and cat food brand, Kindfull. The brand includes wet and dry food, treats and toppers in recipes such as Chicken & Brown Rice Recipe Dry Dog Food, Wild Caught Salmon Recipe Wet Cat Food, and Chicken, Pumpkin & Turmeric Recipe Toppers. More than 40% of the items will be in recyclable packaging.
Target already offers a private label line of pet apparel and accessories, Boots & Barkley, along with seasonal pet gear and accessories from Target private label brands Sun Squad, Hyde & EEK! Boutique and Wondershop.
Other private label pet food news in 2021
May 10, 2021 - Mass premiumization of pet food reached a new level as the ultimate in big box stores, Walmart introduced a line of premium pet foods, PRO+, to the retailers’ Pure Balance line.
May 12, 2021 - Private label pet food maker Red Collar Pet Foods is embarking on a $5.7 million expansion at its Clinton, Oklahoma, USA manufacturing plant. The new 85,000 square foot warehouse will be built on the south side of the existing building to help meet the high demand for products, and is on the heels of Red Collar’s expansion of its packaging capabilities.
June 15, 2021 - Online pet food and product retailer Chewy will offer fresh pet food products under its premium proprietary label, Tylee’s. Chewy will also carry new fresh pet food products from Freshpet brand. Chewy executives announced the new products in the company’s first quarter 2021 letter to shareholders.
June 28, 2021 - Petco Health and Wellness Company, a complete partner in pet health and wellness, announces the expansion of its curated nutrition assortment to include: WholeHearted Plus, an extension of Petco's WholeHearted private label brand; True Meals Dog Food in partnership with Tyson Pet Products, Inc.; and new veterinary diet offerings.